Start Here Trivia Challenge
We first developed this game promotion—part of the award-winning “Start Here. Go Places.” student recruitment campaign for the American Institute of Certified Public Accountants—around Mexican luchador characters competing for accounting trivia glory. Because it was such a huge hit with students, we took the Trivia Challenge into outer space, b-movie style.
Home page promo
Our hero "El Contador" (The Accountant)
To the usual targeted emails, banners, postcards, ads, downloadable buddy icons and desktop wallpapers, we added more prizes, champion bios (including an arch-villain), and probably one Star Wars reference too many.
In just the first few months response was several times greater than the previous year; the click-through rate on the emails alone was an astronomical 30%. Our beloved luchadores were quite the champs, earning a 2008 WMA award.