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EY: Global Quiz

Date

September, 2014

Category
Design & Build
The challenge

How do you reach potential candidates in over 100 countries and persuade them to engage with a concept of ‘Building a better working world’ with a business that recently rebranded globally?

How do you create a piece of global social content that directly involves the target audience in a meaningful engagement with the EVP? How do you ensure that content has the built in virality to crossborders and engage thousands of individuals in one big idea?

And how do you do it in a few short months, without falling foul of corporate brand, marketing or technical restrictions, whilst making it both easily accessible and sufficiently intriguing to motivate a diverse audience to register and play the game?

The solution

The answer was social gaming.

‘EY Global Quiz’ is the Facebook game that delivered the high quality social engagement EY sought. User experience was at the heart of the game design, delivering a fun, challenging, educational and social experience for early careers talent the world over. The quiz challenges individuals on their global mindset through a series of mini games.

Players’ speed and accuracy of response gave them a global mindset score. They can then see themselves ranked against friends and where their country features in the global ranking, with the ability to share and challenge through the Facebook, Twitter and LinkedIn social graphs. An added layer of personalisation is incorporated through presenting players with a ‘high performing team’ map of their Facebook friends, creating a valuable, unique piece of shareable social content that is directly tied into the core EY value of “high performing teams”.

Results

Driven by social advocacy, internal engagement, effective digital content marketing, targeted social media marketing and innovative technology, EY Global Quiz has been an unprecedented success in terms of global reach and candidate engagement– and redefined (at least for EY) what global social employer branding can look like. Key results include:

  • Activated across 39 country Facebook pages plus three corporate EY VK pages in Russia, Kazakhstan and Ukraine
  • 8,000 unique registered players spanning 108 countries
  • Promoted content reached 9.5 million people and generated over 62 million impressions
  • Score sharing tweets reached 134,300 individuals and generated 697,500 impressions

EY’s focus on their social brand has resulted in them being ranked second in the Universum World’s Most Attractive Employers rankings in 2014 (a rise of 2 places since 2013). Such has been the success of EY Global Quiz, EY have engaged us to create a fully mobile global version of the game: an EY first.