- Frank West
Yahoo! Case study: The survival quiz for World War Z presented by Alec McCrindle (@alecmccrindle) at Digital Innovation August 2013. Yahoo! Recently developed a survival quiz for the movie World War Z, Alec shared the ideas behind the interactive quiz and what was learned from the project.
- Creating a digital buzz around World War Z was a challenge given the unfortunate nature of some of the negative press it had received.
- It was reported to have gone massively over budget.
- An alternative ending differing from the book had not gone down well.
- The idea was to look at history, suspense and mass panic on a global level.
- Separate to the survival quiz the World War Z online presence had included:
- Live streaming of the global premier event.
- Videos from the after party.
- A large infographic showing `how the world ends according to Hollywood` which cleverly integrated World War Z features with a more generalised view.
Creation of the quiz (Take the quiz)
- The idea for a survival quiz came from 2 places:
- It was suggested by Hide and Seek during discussions
- The movie editor suggested a similar idea.
- The concept was to test real world skills such as physical attributes, leadership, mind and your moral compass.
- Browsers still lack the ability to perfectly mimic movie and game visual quality so a tone downed style was chosen.
- Quiz details:
- Developed in HTML 5
- Primary audience was desktop, very little mobile/tablet work was done.
- A countdown timer was added whilst taking the quiz to enhance the mood and help you feel more immersed.
- Several less visual steps (questions) were removed as they felt boring and detracted from the mood.
- Interactive scenes were included so that you could choose options from a moving image.
- The quiz had a high completion rate.
- Movie trailers have a low completion rate.
- Four times more people completed the quiz than expected.
- On average people completed the quiz 1.5 times each.
- People like visual stimulation, puzzle solving and even more so visual puzzle solving.
- Typical questions bore people.
- Privacy is a major factor in success rate and varies in different countries.
- In the UK 90% of people who entered a name completed the quiz.
- In Germany the number was noticeably lower.
- The quiz was challenging and often resulted in low scores, this is believed to be the primary reason behind the low social sharing rate.