At the time of the campaign, many of the Warner Bros. Halloween films were several years old and had dormant fans. To activate the WB fans, Socialtyze developed a movie-quiz app that ran on the 17 WB Facebook pages and gave away gift cards and Movie Box Sets.
To celebrate Halloween, Warner Bros. teamed up with Socialtyze to engage with its fans through movie trivia. The objective of the campaign was to leverage Warner Bros.’ existing Facebook pages to sell movie downloads, online movie subscriptions, and merchandise at WBShop.com. The quiz asked users to match photos with popular movies like Where the Wild Things Are, Happy Feet and Pans Labyrinth as well as pumpkin trivia, such as “What is the largest pumpkin ever grown?” After completing the questions, users were shown a leaderboard with their rank amongst other quiz takers. To help promote the app, Socialtyze and Warner Bros ran a cross-promotional and integrated community management and media campaign targeted at movie fans of the featured movies.
Trick or Trivia was a big success. The app went viral instantly and within two weeks it generated more than 70,000 plays. WB also received 44,000 permission-based emails, in-depth information on movie enthusiasts and behavioral data to remarket back to consumers to drive sales of movie downloads, online subscriptions and WB merchandise.