Digital Innovation: Yahoo! Case study: The survival quiz for World War Z

Digital Innovation: Yahoo! Case study: The survival quiz for World War Z

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.

Statistics

  • 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.

Learned

  • 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.
Alec McCrindle presents Yahoo! Case study: The survival quiz for World War Z
Alec McCrindle presents Yahoo! Case study: The survival quiz for World War Z.