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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

B-movie drive-in

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.