Fossil Trivia Challenge
In 2006,TM Advertising helped Fossil develop a campaign for their line off college-themed watches..To tap into the audience most likely to wear the watches we developed a campaign targeted at college football fans. Our team created an entire online trivia game and drew in college football fans with the chance to win bragging rights. Unique online ad units were developed for 20 major college football programs and placed on fan sites like rivals.com specific to each team.
Once players entered the contest, they were able to compete to be the ultimate college football trivia champion. They earned points for correctly and quickly answering trivia questions about their own football program. Then they were able to earn bonus points by referring new players. Every step along the way, they were presented with ads for the Fossil watches for their school and given immediate opportunities to buy these immediately online. To keep the competition serious we created leader boards that could be viewed by overall competition, school and individual groups.
The plan worked. The competition caught on. Message boards began to spring up at rivals.com and other sites with competitors taunting back and forth. And most importantly, at a time when watch sales were in decline across the industry, this campaign helped Fossil enjoy a record quarter, more than doubling watch sales vs. the same quarter of the previous year.
