» A Trivial Experiment

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We have created a demo version of the first experiement, Men vs Women, which has all the game play capabilities of the live site. Let’s hope your inner genuis is ready!

View website at: http://trivialpursuit.digivault.co.uk

Brief
Hasbro had a new brand positioning. This year the classic Trivial Pursuit had a makeover with six new question styles allowing for faster and more exciting game-play. Hasbro wanted to communicate this to audiences in a way that would re-engage them and encourage sales in the all important Christmas run-up.

We needed to come up with a way to engage the audience and drive awareness by provoking participation. Trivial Pursuit Experiment was created to support this launch, after all playing in teams is better, because no-one knows everything!

Solution
A fun and addictive game that reveals your inner genius by pitting Men versus Women across the world in nine languages to discover once and for all, who is the smartest sex! Players can also create banter cards to send to their friends, the perfect way to enlist more players for your side, or to have a dig at the opposition! Because we all have days when our inner genius is hiding, we created the Trivial Pursuit Wedgie awards: send in your favourite clips of real life mistakes and we’ll share the winners every week. All of these features can be experienced on the demo site.

Results
*The Experiment finished on 22^nd February 2010. It was a very close call with scores changing in real time, but like most games, only one side can win.
*The game ended with a world-wide score of a staggering 15,121,731 questions asked and answered.
*This means it would take an individual over 3500 non-stop days or 9 years, 215 days, 8 hours and 24 minutes exactly to answer all the questions, with no sleep or breaks!
*The final scores were massive: Women 4,088,139 : Men 4,077,596. Congratulations women of the world, bragging rights are yours forever!
*Interestingly, the women did best in Entertainment (56.8% correctly answered) and the men did best in Science & Nature ( 57% correctly answered)
*The second experiment, Battle of the Generations, started mid March.

The website is part of a wider campaign that includes viral, online display, social media and PR co-developed with an unnamed US based agency.

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