For over 150 years, the Chicago Tribune has provided readers with a wealth of information and breaking news, setting them apart in the field of general knowledge. As a way to stay competitive in an ever- evolving market, the Tribune sought to deepen brand engagement with current users, open the door to begin relationships around specific areas of interests, and promote their new digital offerings as a way to bridge the old with the new.
However, the way people consume the news is changing. Digital now trumps older forms of media, which meant the Chicago Tribune needed a way to increase digital subscriptions through new, innovative methods.
With collaborative efforts we created a trivia app as a way to repurpose content, engage the user, promote a targeted message, as well as promote the paper as a whole. In addition, by requiring an email address in order to play Tribune Trivia, the Chicago Tribune would be able to obtain key contact information which would be used for digital subscription initiatives.