Let’s play a game! Riding the momentum of the Hard Rock International Big Game halftime commercial, The Charles was tasked to raise brand awareness for Hard Rock Hotels.
Our Solve? A mobile friendly quiz microsite supported with a comprehensive digital media plan. In just one week, The Charles strategized, designed and developed a Live like a Legend Quiz ready to go for the Big Game.
With a total of 20 questions focused on music, extravagance, and luxury, each time the quiz is taken 10 questions are randomized. The design of the quiz ultimately inspired the Hard Rock master brand’s Live Like a Legend creative lockup, while maintaining the Hard Rock Hotels branding, look and feel.
“Our goal was to create an engaging digital experience that built the Hard Rock Hotel CRM list, enhanced future retargeting capabilities for paid media, and showcased the breadth of Hard Rock’s global hotel collection. The team’s ability to move quickly and optimize the user experience and technology has proven The Charles’ ability to leverage data and analytics to design & develop solutions that delight users and outperform our client’s KPIs.” – Josh Currie, Executive Producer
The technology stack was designed as a serverless infrastructure leveraging Amazon AWS on demand resources and edge servers. Multiple redundancies were built into the architecture due to the unknowns of peak traffic. Our highest load test was for 500,000 users over a 15 minute period with a peak simulation of 10,000+ user requests at exactly the same time.
To date, the quiz has been a smashing success, with a 11% conversion rate for email capture, and an 85% completion rate for all users who start the quiz. The quiz has since been optimized to improve social sharing, user retention and we will be rolling out an A/B test with the goal of increasing the email capture conversion rate.
Do you have what it takes? Play Now!