What do we want accomplish?
Revitalize Trivial Pursuit’s image by giving it a new sense of relevance.
Who are we talking to?
Mass-culture mavens. These people soak up everything there is to know about the society they live in. They’re connected, and they’re constantly experiencing and talking about whatever’s big at the moment—movies, books, the newest TV show, the next trend. They’ve seen every episode of the Simpsons. They both accumulate and help spread their knowledge of current and past pop culture as if it were a valuable collection. They want to show other people that they’re with it; they seek their 15 minutes of fame just like everyone else. And they want everyone else to be as hooked up and in the know as they are.
What do they currently think?
Trivial Pursuit is a rather serious board game that’s long and boring. It’s based on dry, random knowledge and feels kind of like taking a multiple-choice test in school. I tried Trivial Pursuit a long time ago and it was hard. I remember the adults around me seemed to enjoy it and do well at it. I don’t look forward to playing it now.
What do we want them to think?
Trivial Pursuit is my reward for a lifetime of pop-culture participation. I can show the people around me just how much I “get it.”
Why they should think this way:
Trivial Pursuit employs a team that writes and researches the 4,800 questions that make up each edition of the game. New versions keep the game fresh for longtime players and make it more pertinent to new players who weren’t alive when the game was introduced. Trivial Pursuit has sold more the 30 million games in 18 languages and 32 countries. It has become the world’s most centralized collection of pop culture facts.
What’s our message?
Trivial Pursuit lets you show that you know.
posted by upfreak at 5:46 AM
