FOR THE WIN
Brands create appointment apps that reward consumers
After the explosion in popularity of escape the room challenges, brands catered to young people’s enjoyment of such by creating their own. Now, following the proliferation of live trivia apps and appointment gaming such as HQ Trivia in the U.S. and UK, Loco in India, Chongding Dahui in China, and more, brands are building their own appointment apps to engage consumers.
Engaging with sports via a second screen is a common practice among sports fans, and Under Armour is capitalizing on this habit and the rise in live trivia games. The Steph IQ app centers around brand rep Golden State Warriors player Steph Curry and NBA trivia. Host Bdot, social media maven and NBA impersonator, asks eight multiple-choice sports trivia questions, and winners split a pool of prize money and can win raffle prizes such as a generous gift card to Under Armour or a pair of Curry 5 shoes.
For young people, particularly Zs, who grew up with online shopping, they want more than convenience out of the process and are increasingly looking for online shopping to provide a social connection like they can find in-store. Eight TV offers this by allowing users to upload and watch videos of product reviews, wherein everyday people are the experts. It also jumped on the live appointment app trend; although it differs from trivia games in that the viewers are asking the questions, during the scheduled Daily Drop a live host is available to answer questions and viewers can receive free or discounted products.
To celebrate its 10th anniversary, Swagbucks, an online rewards program, launched their SwagIQ app. The daily live trivia show differs from other models like it in that players aren’t automatically disqualified if they answer a question incorrectly; future questions might have a Swagbucks award that players can still earn. Additionally, instead of earning cash prizes, players win Swagbucks which can then be exchanged for gift cards at popular retailers or cash via PayPal. Players also earn Swagbucks for each time they play SwagIQ, encouraging users to continue coming back.