Monday, March 05, 2018

HQ creates a new on-demand model for marketers

HQ a new trivia app that has been getting a lot of buzz in the news lately is paving the way for a new on-demand model that marketers are trying to adopt to reach their consumers. HQ's model allows players to log-in twice a day to the app to answer 12 questions each with a set of 3 possible answers and compete for a shot at splitting a jackpot that could range anywhere from $1,500 to $25,000. The behavior has become a phenomenon with students at schools and employees at office buildings taking time out of their days to play the game and has been downloaded more than 5 million times since last August.

While game show content is nothing new, the magic of what HQ has created is taking this content and making it part of a communal shared experience with a sense of urgency and exclusiveness. This same model can be used by brands to build demand and drive usage. A good example of a brand who has done this well is Supreme, the fashion retailer, who sells their products exclusively through their app during a specific time frame and consistently sells out their inventory. The question this begs for me though is how long this model can be effective as consumers get tired and move on to the next new thing as evidenced through the fall of 'flash sales' retailers such as Gilt and Net-a-porter that haven't been able to keep up the excitement in recent years. We will be watching to see what brands can sustain this type of behavior over the long-term.

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