CBS News

Custom pop quiz for mobile app launch

MOBILE APP LAUNCH

4.46%

Click-Through Rate

2.04%

Conversion Rate

Campaign Details

As CBSN launched its new live streaming mobile app for news in select cities across the country, it aimed to stand out among affluent, tech-savvy, and on-the-go consumers who weren’t at home or behind a computer. By activating on screens inside of Uber and Lyft cars, CBSN could effectively reach a younger demographic than those that typically watch the news and drive app installs among their most targeted demographic. The campaign ran in NYC, LA, Boston, and San Francisco as the app was rolled out to these markets. https://youtu.be/uaQb2U63R3Q

Solution

Octopus created a fully branded news-based pop quiz. Passengers were presented with a different current event or evergreen news question with a countdown to answer each question. Upon answering, they were told if they selected correctly or not and then presented with more information about the CBSN live streaming app where they were prompted to enter their phone number to download it for free. Questions were refreshed halfway through the campaign to keep content fresh for passengers.

Outcomes

Although the campaign did not provide passengers any exclusive offer or discount, it achieved consistently strong engagement and conversion metrics. The branded news trivia saw an average Click-Through Rate of 4.46% across six different versions of creative, and a 2.04% conversion rate of engaged passengers that opted-in with phone number entry. The campaign saw over 100,000 trivia questions answered and reached an audience with an average age of 32 years old – 6 years younger than the average CBS News television audience.

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