American Express was looking to target and engage young, UK-based families interested in travel. The financial services brand challenged Playbuzz to deliver interactive, sponsored content at scale to this target audience that stands out in such an inundated environment.
Playbuzz produced a custom piece of sponsored content via the Personality Quiz format entitled, “Answer these 10 questions to discover your next family holiday destination.”
The item asked readers relevant questions regarding their favorite holiday activities, vacation pet peeves and more. It was then distributed to UK publishers that American Express’ target audience frequents. The Playbuzz-powered quiz compelled users to interact with a format clearly labeled as sponsored, based on the engaging environment it created.
The sponsored content campaign achieved above industry-average results and allowed the brand to gather behavioral insights based on responses to the questions in the quiz. In addition, the item was published by notable UK media outlets, including: The Sun, The Week, Daily Mirror and the Sunday Express. The campaign yielded impressive results across the board: