The world's largest trivia game platform Trivia Crack has just unveiled a new campaign to celebrate its 10th anniversary.
Created in partnership with creative agency GUT Buenos Aires, "You Don't Lose, You Learn" humorously depicts how losing at the game can get players emotional.
Soledad López, chief communications officer at Trivia Crack developer Etermax, expressed how the campaign captures the frustration of losing at Trivia Crack while highlighting its fulfilling nature in a news release.
According to her, the spot highlights players' insatiable curiosity and thirst for knowledge, showing that each lost game is an opportunity to learn something new.
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"You Don't Lose, You Learn" is a fine example of creative marketing at play, with both the brand and agency collaborating on increasing engagement through the relatable idea that with Trivia Crack, no one really loses, they instead gain new knowledge.
This kind of brand messaging not only grabs the attention of the target audience but also increases engagement with fans.
The campaign runs across digital and social platforms managed by The 3Hundred agency and will feature prominently in English-speaking countries for the remainder of 2024.
Trivia Crack
Set to a refined classical tune, the spot begins with a man getting very angry after choosing the wrong answer on Trivia Crack.
"This is John. John is bursting with happiness because he just learned that the capital of Canada is Ottawa," the narrator says, as John throws a porcelain sculpture to the floor in frustration.
The spot goes on to sarcastically introduce a hilarious cast of characters, each with their own shortcomings when it comes to the game.
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From Sarah who learns that spaghetti was invented in China to Sophie who learns that avocados are actually fruits, each character "celebrates" by flying into a game-induced rage.
The humor is all the more emphasized by the narrator's calm demeanor as he narrates over the chaos.
The spot ends with the tagline, "Trivia Crack is happiness. Because you don't lose, you learn."
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"Unlike the characters in our campaign, we really can’t hide our happiness after this project," Marcha Bellusci & Nicolás Feldman, creative directors at GUT Buenos Aires, shared.
"The Etermax team proved to be brave by supporting a campaign that shows how much users love their product by showing how mad it makes them," they concluded.
As Trivia Crack hits a major milestone and continues to grow, the campaign is a fresh example of how game companies can use advertising to scale to new heights, as exemplified by Zynga bringing back Kat Harington (Jon Snow) for its latest "Game of Thrones" game trailer.
Editing by Katherine 'Makkie' Maclang
