The College Board and Roadtrip Nation teamed up with Playbuzz to generate awareness of their new “Roadmap to Careers” tool, targeting high school students age 15-18. Playbuzz was challenged to create an interactive, branded content story that appealed to the Gen Z target and simultaneously raise awareness of the careers tool.
Playbuzz produced a custom piece of engaging sponsored content that featured interactive elements including a poll and personality quiz, titled: “Text With Your Future Self And Find Out What Your Life Will Be Like After College”.
The results of the personality quiz recommended a potential career that was personalized based on their passions and interests, allowing Gen Z to imagine what their life could be like in 2021.
The brand was able to gather key behavioral insights based on readers’ responses, such as 90% of Gen Z have a clear or rough plan for after high school.