While a Social Media Strategist at Hill Holliday, I worked as part of the team that developed the strategy to use a social trivia game to educate people about the hunger epidemic in America and promote Bank of America’s partnership with Feeding America.
BAC Building Opportunity Challenge question screen
We designed the game to take advantage of people’s competitive nature to foster continued game play. By allowing people to rank themselves against their friends and others, we sought to draw people back to continue to play and learn more about America’s hunger epidemic and the work Feeding America was doing to alleviate it.
BAC Building Opportunity Challenge leaderboard
A rewards system was also built in to provide an additional layer of incentive for people to return and play. Players earned badges for repeatedly answering questions correctly and for successfully recruiting their friends to play.
BAC Building Opportunity Challenge achievements screen
In addition to helping to develop the overall social media strategy for the game, I worked with our media buying partner to develop our paid promotion strategy and developed the measurement plan to evaluate performance of the game. Using Google Analytics and Facebook Insights, I analyzed the effects our paid media strategy had on user acquisition and the effectiveness of the game mechanics on keeping our players engaged.