Barnes & Noble
Barnes and Noble knew that college students read a lot and buy a ton of books. But when students graduate, they stop buying all those books and fall out of the purchase funnel. Barnes and Noble wanted to change that.
Collect graduating students' information through a fun, engaging experience with the brand.
Choose a compelling prize to enter the giveaway
Gamify the experience
Write fun, engaging quiz copy a la Buzzfeed
Personalize the prize to the user's interests
I served as the creative director on the copy side. That meant brainstorming prize options, naming the prize personalities, developing the content strategy and creative direction for the quiz, and writing the copy.