Quizzes — Different and working well

“Everybody wanted different ways of capturing emails. We would build an entire website but all they wanted was to collect more email addresses, and quizzes just really stood out as the one thing that was different but also working super well.”


“They all are addicted to getting a lot of reactions and sharing, so it was inspiring for them to hear that that could do so well. They started making a lot more quizzes.”

Metrics & Outcomes

Metrics & Outcomes

WSOP on Loss Aversion

Good flop. Didn't work out

In their latest campaign, World Series of Poker opts you into a club granting you Queen, King, or Ace status. You rank within that K III, A II. If you don’t don’t hit a quota, you’re demoted — K II, A I.

poker provided by WSOP
Good flop. Didn’t work out

Variable rewards include pot size, bonus wheel spins, and you’re playing against humans throughout — there are slow-players, donks, and crafty good players, sometimes at the same time.

No clocks are visible from tables. Leaving a table is at least two clicks, and the messaging about losing your momentum is lost potential — multipliers on pot-won bonuses reset to 0.

poker provided by WSOP
But I want to while I have chips in front of me

Poker is plenty engaging enough. WSOP is good at helping you stay and getting you back. Exploring ways they can make you doing nothing hurt you more is fiendishly clever.

Psychographics – Use & Abuse

OCEAN is an effective representation of the Five-Factor Model of personality traits.

Cambridge Analytica CEO Alexander Nix

Determining our own personality type against standard models is helpful for self-awareness and improvement.  If you run a business, determining individuals and audience psychographics is an effective way to reach and engage people with messages that will resonate with them.

Using this engagement to tap into negative biases, manipulate, and mislead people is abusing this effective tool set.

Profiling like this happens to us every day — as individuals and business owners. We’re being profiled, segmented, and targeted when we use Facebook, Google, or Amazon, when we visit NYT.com, read a magazine, or watch TV.

Distinguishing the tools and capabilities from the application of them is important. Acknowledging that these tools & capabilities are being used every day should compel us to understand them well enough to know if they’re being applied to our benefit or detriment.

  • Using a hammer to drive nails into 2x4s to frame a wall is a Good application of the tool
  • Using a hammer to hit people in the head is a Bad application of the tool
  • Acknowledging hammers exist is essential to avoiding being hit in the head with one and to use them to your advantage