SAN DIEGO, February 16, 2016 – IMI was honored with a 2015 AVA Digital Platinum award for an outstanding submission “Which Running Destination Fits Your Personality?” quiz created and promoted for Rock ‘n’ Roll Marathon Series. The AVA awards is an international competition that recognizes the excellence in planning, designing and producing digital communication by creative professionals.
The interactive quiz created by IMI takes participants through a 9 question visual journey that in the end produces a customized destination and corresponding Rock ‘n’ Roll Marathon race that best fits their personality based on their answers to each question. The strategy for the campaign was to create the questions, answers, and outputs that would encourage brand affinity by utilizing brand messaging and target personas. IMI wanted to target individuals that were making 2015 race calendars, had participated in past races, and who showed an interest in running.
The quiz has been taken over 50,000 times and growing. Facebook posts promoting the quiz contributed to 353 shares, 3,069 likes and 645 comments, reaching 554,784 people in just one month. The two Twitter posts resulted in a combined 18,241 impressions with 694 engagements. The quiz – Which Running Destination Fits Your Personality was ranking 3rd on Google for “Running Destination” and received an award for Outstanding Interactive Application from the Web Marketing Association.