TitleAudible Recall
Agency
Campaign Audible Recall
Advertiser Audible, Inc.
Brand Audio
Date of First Broadcast/Publication
Tagline Launching an immersive game for Audible
Story

For a decade, Audible has used the power of the spoken word to immerse people in stories they love. They wanted to connect with new listeners and drive audiobook adoption. They asked Jack to help them increase awareness and consideration among early adopters who already love stories.

Objectives

  • Drive awareness and consideration 
  • Engage and reward potential customers

Audible had to identify and rally an audience of igniters – those first to try, buy, and amplify – who treasure stories and could quickly become audio book fans and advocates. We needed to create an experience for early adopters that would stand out amidst the clamor of Comic Con.

To truly engage our audience, we needed to bring the world of imagination and fantasy to life. Attendees were invited to play an immersive multiple-choice listening game that tested sci-fi and fantasy book knowledge in a timed contest pitting seven opponents against each other. In order to win, they needed to guess the most correct answers in the least amount of time. The faster and more accurate the guess, the higher the score.

To encourage trial, each player received an Audible card for a free download, and top scorers were awarded larger prizes and entered into the daily leader board for a chance to win the grand daily prize.

Result

3.8k visitors to the brand experience 485% YOY increase in social sharing 680% increase in downloads After the success over these four days, Audible is extending the experience with a digital app, a booth at San Diego Comic Con, a booth at The Wizarding World of Harry Potter as well as returning to New York Comic Con.

Media Type Case Study
More Information http://www.jackmorton.com/work/creating-an-imm..

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