Campaign of the Week: How The Boston Globe Patriots Personality Quiz Went Viral

As all of New England prepared for the AFC Championship game on Sunday, The Boston Globe helped everyone get even more hyped with a Patriots personality quiz. Fans loved it – more than 25,000 people took the quiz on the first day alone!Boston Globe Patriots Facebook Post (1)

The Globe promoted the personality quiz via paid Facebook and Twitter posts, which mentioned the reward – entry to win a $100 gift card to the Patriots ProShop. The quiz asked fun questions about where you’d rather play college ball and how you’d celebrate a touchdown. Our designers created a custom social post and interactive experience for the quiz, while our strategy team worked with the Globe’s consumer marketing team to develop the content.


  • Lead Generation to increase paid subscribers
  • Fan Engagement to capture profiling data


  • 31,833 completed quizzes (as of now)
  • 7,891 emails captured
  • 70% of all traffic came from mobile devices

When combined with a fun reward and popular event, personality quizzes for fan engagement are incredibly successful. The Globe captured thousands of emails and got a lot of positive feedback from fans. They do an excellent job to find new ways to engage readers and potential subscribers, standing out from other newspapers by using interactive micro-content.