Challenge: Launching a new resort with a splash

When Club Med set out to launch a new premium resort, the goal wasn’t just visibility – it was participation. In a competitive travel market, they wanted something that would generate buzz, drive repeat engagement, and collect quality leads without feeling like a typical promotion.

“We didn’t want a flash-in-the-pan contest,” said Sarah Meenan, Communications Manager for Club Med Pacific Markets. “We wanted something that built anticipation and made people feel part of the journey.”

Solution: a four-week, eight-quiz adventure

Club Med turned to Riddle quiz maker to power a four-week contest built around eight interactive quizzes. Each quiz explored a new element of the resort – cuisine, activities, culture – while letting fans earn points and rise up a leaderboard.

Fresh content twice weekly kept their audience returning
Game mechanics + leaderboards + storytelling boosted stickiness
Smart lead forms captured zero-party data at the moment of peak engagement

“With Riddle, we created a quiz campaign that felt light and fun, but it worked hard behind the scenes to grow our audience,” Meenan noted.

Results: repeat engagement and conversion – at scale

25% of page visitors started the first quiz, showing strong curiosity
72% finish rate – Club Med’s audience stuck with the quizzes all the way through
83% of quiz takers opted in to receive future content – nearly triple the quiz average of 29.8% (Riddle 2024 Quiz Marketing Report)
Total fan dwell time: over 24,000 minutes – a huge brand time win

“Fans loved it. The format, the pacing, the leaderboard – all of it kept people coming back,” Meenan shared. “It gave us multiple moments to activate and re-engage.”

Why Club Med chose Riddle

With Riddle’s Enterprise features, Club Med unlocked:

End-to-end branding: Every screen matched Club Med’s premium visual identity.

Personalized leaderboards: Players were motivated to stay engaged across all eight quizzes.

Progressive disclosure: Each quiz unveiled more about the resort, building anticipation.

Integrated lead forms: Seamlessly collected at the point of entry, participant data was automatically synchronized into Club Med’s CRM workflows.

Robust reporting: Detailed insights into player behavior and retention patterns help you optimize content and drive smarter campaign decisions.

The result? A campaign that didn’t just capture leads – it built anticipation, loyalty, and excitement around Club Med’s latest destination.

“Riddle delivered the engagement and the data we hoped for – and so much more,” Meenan concluded. “We’ll absolutely be using this approach again.”

Swiss media powerhouse 20 Minuten faces the modern publisher’s dilemma: how to transform passive browsers into engaged, high-value readers. Their solution? Riddle’s interactive quiz maker. By embedding quizzes within editorial content, 20 Minuten has achieved an uplift in ad revenue on the respective pages.

This success comes from a combination of longer dwell times, high quiz completion rates, and better ad targeting—proving that interactivity is not just engaging, but commercially powerful.

From passive scrolling to active engagement

In a crowded media landscape, grabbing attention is only half the battle – keeping it is the real challenge. At 20 Minuten, the goal is not just to have users read or watch the content, but to create opportunities for them to actively and playfully engage with any topics. This approach deepens user interaction and boosts engagement exponentially.

They need a way to make readers participate, not just consume. The answer comes through a quiz-centric approach: creating interactive, informative, and fun experiences that turn every article into a conversation.

Riddle-powered quizzes in action

Riddle’s quiz maker allows the editorial team to create compelling quizzes that slot seamlessly into existing content. Whether it’s pop culture or educational themes, the quizzes are crafted to engage deeply—and it works.

A quiz celebrating “20 Years of YouTube”, complete with three integrated ad breaks, draws a strong average engagement time of 2:56. But even more impressive results come from themed content. The animal idioms quiz – “Do you know these animal sayings?” – achieves an 80% start rate, with 72% of participants completing it, while holding user attention for nearly four minutes.

“For us, quizzes are more than just entertainment – they’re a tool to engage our community and tell stories in a different way. Instead of simply delivering the news, we invite our readers to become part of the story themselves,” said Verena Edinger, Deputy Head of Community at 20 Minuten.

That engagement translates directly into commercial performance. Ad placements inside Riddle quizzes deliver CPMs that are on average 20% higher than comparable placements outside quizzes, reflecting stronger user attention and longer session times.

A platform that editors and advertisers love

The measurable results are clear—but the editorial experience is just as rewarding.

“For example, alongside a sports article about a color-blind football player, we created a quiz on color blindness. This allowed readers not just to read about the topic, but to experience it for themselves,” Verena added.

Importantly, journalists embrace Riddle as more than a marketing tool. It becomes part of their creative process, with the backend of the platform being scalable, intuitive, and versatile.

“We also regularly use quizzes for recurring topics in the newsroom,” Verena continued. “Interactive formats help us reach people who might not otherwise engage with subjects like geopolitical debates – including younger audiences who prefer to be informed in a playful, hands-on way.”

Interactive content that pays off

20 Minuten proves that interactive content isn’t just engaging – it’s commercially transformative. With Riddle, they don’t just increase dwell time – they deepen reader relationships, open new monetization channels, and make journalism more playful in the process. For publishers looking to unlock both audience attention and revenue growth, Riddle quiz maker isn’t a side tool – it’s a strategic imperative.

About Riddle

Riddle.com is a powerful quiz maker built for publishers, marketers, and educators who want to drive engagement, collect leads, and monetize attention. With full GDPR data privacy compliance, seamless embedding, and integrated ad placements, Riddle empowers brands and publishers like 20 Minuten, Club Med, the BBC and Immediate Media to create interactive experiences that deliver real results.

As Germany’s formerly top-ranked darts player, Gabriel Clemens (“Gaga”) has built a loyal community of over 257,000 fans on Instagram. But even with such an engaged following, connecting directly wasn’t always easy.

The challenge: Reaching fans beyond the algorithm

Instagram’s algorithm limits organic reach – on average, only 12–15% of followers see new content without paid promotion (Hootsuite, 2024). For creators and athletes alike, that means relying on a platform they don’t control to stay visible.

“I wanted a way to connect with my supporters without worrying about whether the algorithm would bury my posts,” Gabriel shared. “Building my own list felt essential.”

Solution: Interactive quizzes and predictors fans love

Gabriel turned to Riddle’s quiz maker platform to bring fans closer – on his own terms.

Every week, he shared a mix of:
Quizzes — fun challenges about darts, training, and his personal story
Predictors — asking fans to guess the outcomes of upcoming matches

Each experience included a sign-up form so fans could opt in for email updates, ensuring Gabriel could reach them directly – no algorithms required.

“Riddle made it simple to create content that felt personal and exciting,” he said. “It was a way for fans to participate, not just watch.”

Results: Engagement that translated into relationships

Gabriel’s first campaigns delivered results that outperformed typical social engagement:

Quizzes:

• Over 105% start rate – many fans enjoyed them enough to play multiple times
• 33% finish rate – showing strong interest to see each quiz through
• 96% lead conversion – nearly every participant subscribed for updates
• Average 2 minutes 21 seconds dwell time, proving fans were truly engaged
• Fans spent over 22,000 total minutes interacting with the content

Predictors:

• 100% lead conversion – every participant signed up to hear more
• 31% finish rate – strong engagement on match predictions

“Seeing so many fans come back to take quizzes more than once was the best proof that they loved it,” Gabriel shared. “And now I can reach them anytime.”

Why Riddle?

Riddle helped Gabriel:
Own the Fan Relationship – building an email audience he controls
Drive Repeat Engagement – weekly interactive content fans looked forward to
Collect Zero-Party Data – insights and preferences direct from supporters

“This is the future,” Gabriel concluded. “Creating experiences that bring people in – and making sure they hear from me directly.”

Ready to build your own audience?

If you’re an athlete, creator, or brand ready to build a direct connection with your community, the Riddle quiz maker for sports teams and athletes can help you own your audience and create experiences that keep them coming back.

Immediate Media has made Riddle’s quiz maker a central part of their engagement strategy across their online brands, using quizzes, polls, and contests to enhance reader interaction and boost engagement on sites like History Extra.

Riddle has helped us enhance audience engagement and boost time on site by 20%.

History Extra’s audience click 15.5% more often on pages with a Riddle quiz.

Paul Thorpe, Senior Product Manager

A quiz-centric approach

Immediate Media’s History Extra regularly creates quizzes every week using Riddle to add an interactive element to posts and articles. 

“Riddle has helped us enhance audience engagement and boost time on site by 20%,” says Paul Thorpe, Senior Product Manager. “The quizzes consistently encourage deeper interactions and make history more accessible and enjoyable for our readers.”

History Extra’s editorial teams create quizzes across several categories:

• Quiz of the week: History Extra’s editors know that creating quizzes on a regular, weekly basis work well for retention, as their readers come to expect each week’s installment. Each quiz features a series of multiple choice questions, based on that week’s history articles that the team shares in both a separate article and a dedicated quiz portal.
• Weekly topical quizzes: These have a broader focus, with History Extra’s editors creating quizzes that explore themes like famous quotes (‘Who said this?’) and iconic historical figures. These quiz variants let History Extra cover a wider range of topics that will appeal to their diverse audience.
• Innovative formats: History Extra continually experiments with new ways to engage their audience, such as ‘Place these events in order’ or picture-led quizzes (‘Who’s missing from this famous historic image?’), using Riddle’s rich library of content formats.
• Ultimate quizzes: Immediate Media places a lot of their sites’ interactive content beyond a paywall. Quizzes are popular – and ‘deep dive’ quizzes like the ‘Ultimate Windsors Quiz’ are a compelling reason for new users to consider upgrading to a paid subscription.

Boosting engagement and organic reach (SEO)

The data speaks for itself: quizzes have significantly outperformed History Extra’s site-wide averages across key engagement metrics.

• 20% more time on site: History Extra’s quizzes feature eight to ten questions, which means users spend more time on the site pondering and clicking. *)
• For example, their popular ‘First World War Quiz’ had a completion rate of 69.4% and an average engagement time of 2 minutes 7 seconds. 
• “Our readers love the quizzes,” Paul continues. “They find them fun, challenging, and a great way to engage, spending more overall time on site.”
• Quizzes boost engagement: History Extra’s audience click 15.5% more often on pages with a Riddle quiz compared to ones without. 
• 21% more clicks per user: Quizzes convert passive browsers to active participants – with 13.12 click events per user session, exceeding the site-wide average of 10.85. This engagement goes beyond taking a quiz – audience members that participate in a quiz click on more content, more often.

These metrics highlight how Riddle’s quizzes drive deeper interaction, encouraging users to spend more time exploring History Extra’s content.

Organic search success

All of this quiz interaction has had substantial knock-on benefits around improving History Extra’s SEO rankings. Quizzes have become a key driver of organic traffic. History Extra’s quiz landing portal is among the most popular pages on the site, with History Extra consistently ranking between first and third position for the popular search term “history quiz”.

Immediate results, lasting engagement

Immediate Media’s collaboration with Riddle has proven to be a resounding success. Leveraging the power of quizzes, Immediate has enhanced user engagement, expanded their organic reach, and delivered interactive and educational experiences that resonate across History Extra and their portfolio 

Further Reading

*) Read more on time-on-site and how important it is for your Google ranking.

The Hair Fuel’s challenge

As a young, independent business, The Hair Fuel needed to grow by finding new customers, as well as gain a deep understanding of their community’s motivations. In the knowledge that traditional marketing just wouldn’t cut it, Laura’s plan for attracting customers was to engage them with interactive and useful content using Riddle’s quiz maker – content that both provided value and had the potential to make them come back again and again.

Turning to quizzes to promote (hair) growth

She felt that quizzes and other viral engagement tools might have the potential to kick-start her start-up, but the end results have exceeded even her most optimistic predictions.

Quizzes first showed up on Laura’s radar when she took a personality test promising to tell you “What kind of entrepreneur are you?”. From the start, she was impressed with the upfront and clear promise of value that the quiz offered to both the audience and the business.

Laura wanted to replicate this experience with her own brand. By creating a quiz, she would be able to learn more about her customers, and provide each quiz taker with advice, personalized around their unique hair needs.

As well as rewarding both the customer and the company, this two-level approach exemplifies the sort of marketing strategy that aligns perfectly with The Hair Fuel’s company culture of transparency, and ethical standards.

“We turned to quizzes because they go beyond traditional marketing, where brands often seem to try and shout the loudest,” says Laura Sagen, Founder and CEO, TheHairFuel.com. “Quizzes, on the other hand, both engage our audience – while letting us start a deeper conversation with each customer.”

The Hair Fuel’s recipe for success

Laura and The Hair Fuel team know that ‘less is more’ when it comes to creating a quiz.

After extensive experimentation and optimization, The Hair Fuel feature a six-question personality quiz on their home page. It asks key questions centered around the user’s hair type and issues they’re facing (e.g. increasing hair growth), as well as some key demographic information.

They then include a short lead generation form, increasing their opt-ins by promising to send detailed quiz results to users who fill it out.

The user benefits from personalized information about their hair needs, and The Hair Fuel now has a clear profile about this potential customer – who they are, what they’re looking for, and how to contact (and convert) them with special offers based on their needs.

89% quiz completion rate: The Hair Fuel’s results

The Hair Fuel team had their quiz on their landing page even before they opened their online store. Laura and her team were already starting to learn about their future customers before the product could be bought. It all started with simple things like “What’s your age bracket?” and “What’s your main hair challenge?”.

The first quiz featured on The Hair Fuel (which still lives on the website) was “Which hair oil are you?”. With a phenomenal quiz completion rate of 89%, this quiz keeps on delivering reliable leads and offers potential customers fun and interesting engagement.

In line with the quiz data, Laura’s team launched a blog and a newsletter with content that was specifically crafted based on how users answered, providing further in-depth content around their quiz results via email.

This enabled her to nudge potential customers to specific pieces of content that matched their unique hair challenges.

Since starting to deploy quiz content to their website, Laura estimates that 65 – 70% of their leads come from quizzes with the rest of the sales being organic.

Rinse, rather, repeat: The Hair Fuel success story

This quiz-powered marketing has paid off for The Hair Fuel. By offering clear value to potential customers, their compelling quiz has excellent completion and lead form opt-in rates, which translates into more cost-effective online advertising.

“We’ve reduced our acquisition costs by 60% with Riddle,” says Laura. “It enables us to engage people better – which means they convert (buy!) far more often.

But more important than cost savings – we’ve found that the quiz serves as a powerful start to the conversation. Customers found via this channel have a longer CLTV (customer lifetime value) – because, by the point of conversion, they are familiar with our company’s framework.

This translates into more committed customers and, bottom line, a higher retention rate.”

The Hair Fuel’s innovative product recommendation quiz lets their team decide if each quiz taker is a potential customer or not – and focus only on the most promising customer segments.

According to Laura, quizzes are such a playful way to understand customers. Even if you are just asking six questions, you’re measuring your customer in six different ways.

A firm convert to the power of quiz-powered marketing, Laura is already planning on new ways in which The Hair Fuel can leverage Riddle.com’s quiz maker to engage and convert potential customers. If you want to create your own quiz with the Riddle quiz maker, check out our guide on how to make a quiz.

Which? funds its efforts through its commercial arm, which generates revenue through memberships and magazine subscriptions, among many other things. This mission requires creating excellent content that engages current members and inspires new ones to subscribe.

Breaking through: Which? in a crowded space

The consumer engagement team at Which? faced an increasingly common marketing problem: How can you catch and hold potential members’ attention when there is a daily deluge of advertising messages vying for customer attention?

Which? did a deep analysis and found that their existing marketing efforts were bringing in declining returns. They needed a way to easily create white-labelled, interactive content, with the goals of boosting retention from existing users as well as finding new customers through online lead generation.

Which quiz maker was right for Which?

That’s where Riddle came in.

Which? conducted extensive market research for interactive content platforms and selected Riddle.com as the quiz maker to deliver the holy grail of content: engaging content that delivers high quality leads.

With a strong focus on data privacy and GDPR-compliance, Which? was comfortable introducing Riddle.com’s suite of interactive content tools across their organization.

For Which?, lead generation with quizzes and polls helped transform typically dull topics into lead generating magnets. The added bonus was that quizzes’ proven virality helped Which? increase their social media presence through shares, likes, and other engagement.

“We wanted to engage and inform more consumers on often dry or impenetrable consumer topics in an interactive and fun way, and to gain supporters for our campaigning work in the process,” said Adam Gillett, Online Engagement Manager at Which?. “Riddle provided the opportunity to do this with multiple embed options to suit our various CMS capabilities, which allowed us to create rapidly and experiment across different sites.”

Craft, track, repeat: Which?’s interactive content cycle

Which? has a deep culture of experimentation and using data to inform and improve their efforts. Their use of Riddle.com was no different.

They introduced Riddle.com across their content teams, including Supporter Engagement and Which?’s Consumer Rights campaigns. The teams created a wide range of content, from quizzes for education to polls for audience feedback, and personality quizzes for product recommendations.

Analyzing key metrics including start and completion rates, plus lead generation opt-in and social share rates, Which? found out what worked best for their consumer education audience. Which? was able to leverage quizzes, polls, and other formats to gain more leads. And since each quiz was much more likely to be shared, this started a virtuous cycle of see, take, and share, turning quizzes into a potentially endless source of lead information.

“We wanted to increase shares and lead generation for our campaigns and consumer rights content, as well as… increase on-page time and shareability of previously static content,” continued Adam. “With Riddle, we were able to accomplish this.”

Simple interactions, big results: Which? drives growth with Riddle.com

In the digital age, companies often find it difficult to jumpstart their marketing campaigns with the same tactics. Which? turned to Riddle.com to make change happen, and they saw significant increases in the number of leads gained. As a result, they’ve now adapted their entire marketing strategy.

Adam put it best when he said, “Working with Riddle has led to a fundamental reconsideration of how we structure our pages, how we provoke engagement and interaction with what we’re saying, and how we create longer journeys through our content.”

Sometimes, keeping it simple is the best route to go. Quizzes are powered by their simplicity. People love to take and share them, increasing the scope of the content without additional work.

It’s crucial for Which? to reach new potential members, and continue on their mission to make consumers aware. They love that Riddle.com’s “interactive formats create a really nice middle ground between your own digital estate and social media.”

Further reading:

• Which?’s Riddle.com quizzes in action: ‘Take the Which? car headlight quiz’ and ‘Where should you retire?’personality quiz

But the Fiesta Bowl takes its motto of ‘More Than Just a Game’ seriously. They are a non-profit built around providing football experiences that serve as economic drivers and charitable resources locally.

A good example of their outreach is their signature Friday Night Showdown – an eight game series of some of the best high school football games Arizona has to offer.

The game plan? Grow online fan engagement.

This series of games is sponsored by the Fiesta Bowl’s partners, and is an excellent way to raise more revenue to fund and grow the non-profit organization.

The team at the Fiesta Bowl wanted to add an online element to the Friday Night Showdown to generate fan enthusiasm and build the buzz around each week’s matchup, plus provide value for their sponsor with a larger online following.

The playbook for the Fiesta Bowl? Reach all ages with polls.

The Fiesta Bowl faced a challenge of quickly creating and deploying polished interactive content on a weekly basis, in advance of each week’s game. That rapid cadence meant that using an agency would not work, both in terms of increased cost as well as delays.

They needed an in-house solution that was both easy to use and resonated with their target audience of all ages, from high school students to proud parents and beyond.

After surveying the market, they turned to Riddle.com as their preferred quiz maker – based on the comprehensive suite of interactive content options, including quizzes, personality tests, polls, and surveys, all offered within a single, attractive package.

Notably, Riddle.com‘s user-friendly interface eliminates the need for coding expertise, empowering any member of the Fiesta Bowl team to become a content creator and contribute to a more engaging visitor experience.

“Riddle was not only efficient but also cost-effective, as it allowed us to create weekly polls around pertinent questions such as ‘Which school is most spirited?’ and ‘Who will be our player of the game?’ in a fraction of the time compared to other methods,” said Riczer Desvaristes, Director of Football Engagement at the Fiesta Bowl.

65% engagement rate – score!

The Fiesta Bowl is on to a clear winner with their poll-first strategy. Quick to create, embed, and to take, they have seen excellent metrics across the board.

“The impact on engagement has been remarkable. Over the course of an 8-week period, we observed that 65.8% of visitors to our high school page initiated engagement with the polls,” continued Riczer. “Even more encouraging was the active participation in voting, with over 2,500 completions out of 3,000 starts (83%).”

Riddle’s mobile-friendly design played a big part. Smartphones are key for a high school audience, and 85% of the Fiesta Bowl’s audience engaged through their smartphones and tablets.

This season is over, but the Fiesta Bowl’s team is already in training for next year, with Riddle.com sure to play a big role.

“The success of our Fiesta Bowl Friday Night high school outreach program would not have been possible without Riddle’s support,” Riczer said. “We look forward to continuing our partnership and exploring further opportunities for collaboration.”

Further reading

• The Fiesta Bowl’s Friday Night Showdown: https://www.fiestabowl.org/sports/2023/8/7/fiesta-bowl-friday-night-showdown.aspx

The Saarland Football Association (SFV) worked with Riddle’s quiz maker to explore different marketing ideas, generate revenue, and engage fans more closely during the DFB Cup amateur final day. In addition to a live quiz during the event, quizzes were also used in the pre-event marketing roll-out.

Leading up to the event, SFV wanted to rouse interest in the final game itself, draw fans’ attention to the sponsored competition, and collect addresses for the SFV newsletter. On game day, fans were then asked to vote for player of the match in a live poll during the postgame party, a first in the history of the cup final.

The Saarland Football Association is the umbrella organization of the Saarland football clubs and organises the state cup. The winner of the state cup automatically qualifies for the main round of the DFB Cup. Saarland clubs traditionally do well in the main round of the DFB Cup. In the 2023/2024 cup, 1. FC Saarbrücken not only defeated Eintracht Frankfurt but also Borussia Mönchengladback and FC Bayern Munich. The 2nd Saarland competitor, 1. FC 08 Homburg, also won against Bundesliga club Darmstadt 98 and was only eliminated in the final 16 against FC St. Pauli. This emphasizes how important the Saarland Cup final is, as the income from the DFB Cup main round can cover a large part of the winner’s season budget.

“Riddle is not only very easy to use, offers all the functions we need to carry out the planned campaigns, but is also 100% data protection compliant,” says Christian Hertel, Head of Marketing at SFV.

Sponsored competition before the event

In the run-up to the event, SFV raffled off two tickets with their sponsor Saarbrücken Airport. To enter the raffle for this unique experience of sitting on the Saarbrücken Airport fan bench at the edge of the pitch, fans had to prove their knowledge in the “History of the Saarland Cup” Riddle quiz by the Thursday before Sunday’s final. They had to complete a form at the end of the quiz and sign up for the SFV newsletter. The form was completed by 46.9% of the fans who started the quiz. The completion rate far exceeded the average completion rate of quiz forms, which is 29% across Riddle.

The positive completion rate was most likely influenced by the attractive prize and we generally see better engagement at sports events as participants strongly identify with the event and the participating clubs.

In addition to the raw form data, SFV and the sponsor were also able to collect further information about the fan profiles with the quiz. One quiz question, for example, asked for the favourite seat in the stadium (fan block, seat, VIP lounge, etc.). Based on the answers, the collected addresses could be further classified, meaning the newsletter could be adapted and personalized to each respective group.

Live vote for the “Man of the Match”

For the first time in the history of the Saarland Cup, spectators on site and fans at home had the chance to vote for the player of the match.

The trophy, sponsored by Saarland Versicherung, was presented to the winner on the pitch after the match.

A Riddle poll was integrated into the SFV website for voting purposes. Riddle.com makes it possible to open a poll for voting for a specific time frame, down to the minute, so that no manual interaction was necessary to conduct the vote. During the game, only substituted players were added to the poll. For this purpose, all player portraits were uploaded to the Riddle.com media gallery in advance, so that adding a new player could be done with three clicks in a few seconds. The winner – Manuel Zeitz, scorer of the winning goal and captain of cup winners 1. FC Saarbrücken – was quickly identified via the Riddle.com statistics dashboard.

Fans in the stadium were invited to vote via a QR code on the scoreboard, which was also announced by the stadium announcer. In addition, the vote was advertized via SFV’s social media channels and the club’s channels. This gave the sponsor both wide reach and visibility, further enhanced by the trophy presentation and the press photos.

The players also enjoyed the campaign. Saarbrücken player and award winner Manuel Zeitz said: “Being voted best player by the fans is always a very special honor that I rate much higher than being voted for by experts. We play for the fans and, as players, we are of course delighted to be recognized in this way.”

Unfortunately, the SFV website could not cope with the high number of votes, so that in the end only 1610 votes were cast. More than 500 fans were already waiting to cast their votes before the voting started. For the next event, SFV will either use Riddle.com’s servers or adapt their existing infrastructure. Nobody expected such a high level of fan participation, as there was no competition or incentive for fans to take part.

A positive experience

Both the competition quiz before the final and the fan vote were very well received by sponsors, fans, and the organiser alike. “The simple realization of all ideas with the tools from Riddle.com and the good support from the Riddle team did not burden the always scarce internal resources of the association. Through the interactive tools, we have also created new sponsorship opportunities that help to provide funds for Saarland amateur football,” says Hertel.

Tips for implementation at your own events

You will find an outline of how to run raffles or contests with Riddle in our dedicated blog post. For live events, here are some additional best practices solutions:

Choosing the best player is easy with the use of a Riddle Poll. To ensure that profile pictures can also be added quickly and easily during the competition, it is worth creating a media library in advance. This involves creating a subfolder for each team and uploading the players’ profile pictures. This works best if the file name also contains the name of the player.

If there are not enough resources to complete the vote live with the substituted players, the complete squad of both teams can also be uploaded to the vote in advance.

When a competition is between two teams, displaying the poll in two columns is advisable, with each team taking up one column. 

The poll offers an ideal opportunity for sponsoring partners to expand their reach. Not only the poll itself, but also the announcements of the selection offer space for a sponsor logo. It is ideal if the trophy itself is also labelled with the sponsor’s logo to gain additional visibility after the game through additional press photos.

Accompanying quiz competitions

In addition to the fan vote, the Riddle.com tools can also be used to easily create competition quizzes and advertize them in the run-up to the event. Especially in sports, it is easy to build a quiz with existing historical data, which is often available at sports clubs. This quiz also allows you to generate additional sponsorship income and offers both the organizer and the sponsor the opportunity to collect qualified addresses for their own newsletter in compliance with data protection regulations. The completion rates of a form that is part of a quiz exceed the completion rates of simple forms or pop-ups, as the fan completes the quiz on their own initiative, and wants to prove their knowledge. Completing a form at the end of a quiz is a natural process as questions have already been answered, whilst pop-up forms disrupt the flow of an article. Read more in our case study on quizzes and pop-ups.

Tate celebrates the world’s greatest modern and contemporary art, as well as the best of British art from 1500 to today. Every year, it welcomes millions of people to its four galleries – Tate Britain, Tate Modern, Tate Liverpool and Tate St Ives – to enjoy unforgettable exhibitions, spectacular commissions, and unique events. 

At the heart of these activities is a growing collection of over 70,000 works of art, ranging from paintings and sculptures to installations and performances. Tate cares for this collection on behalf of the public and, as one of the world’s biggest lenders of art, shares it with museums and galleries throughout the UK and across the globe.

How to make art accessible and fun

Tate is always striving to make their art collection more accessible and appealing to the widest possible range of audiences.

The creators behind Tate Kids – the website dedicated to Tate’s youngest museum audiences – were particularly keen to make their content around Tate collection artworks more interactive and fun for children and young people globally.

The website provides an opportunity for families and other visitors who may never visit the exhibitions on-site to engage with and learn about Tate’s collections.

At the same time, Tate Kids prioritizes early childhood art education in general, focusing on awakening and developing an interest in art in children. Their team incorporates games, quizzes, and videos to help explore artworks, artists, and art movements from all over the world.

Defining the challenge for Tate

The digital team at Tate constantly works to offer new interactive content on their platform to keep their audience engaged. However, developing new online games is resource-intensive and often requires outsourcing to agencies.

Looking for a fast, cost-effective way to add more user interaction to their website, the decision to use Riddle.com was an easy one. Riddle’s quiz maker offered a wide range of different interactive content options in a single affordable package. Tate’s team could leverage a wide range of interactive formats, from quizzes and personality tests to polls and surveys.

Riddle.com’s zero-coding platform meant every Tate editor could become a creator.

“Riddle saves Tate time and money – our Producers can use Riddle to create a steady stream of interactive quizzes for our audience, freeing up our developers to work on bigger projects,” says Zoë Smith, Tate Kids Producer.

3.7 million views and counting

Since partnering with Riddle in 2016, Tate has been continuously innovating and integrating a wider range of interactive experiences on their websites.

With a strategic goal of bringing their collections to life in an entertaining yet educational way, Tate chose Riddle.com because it saves their development team time and frees them up for bigger projects.

Tate’s creative workflow in the area of games and quizzes reflects this. Every year, their team produces a new large-scale project – a game. Alongside this, Tate adds to their interactive content by using Riddle.com’s interactive platform to create high-quality quizzes to keep their audience active and engaged.

As Riddle.com continues to evolve, Tate has been able to extend the range and depth of their interactive offerings. Their editorial team has created content that has run the gamut from ‘How well do you know Pop Art?’ to seasonal quizzes like the Halloween-themed ‘Spooky spot the difference’, as well as polls and surveys.

Tate has also found that their Riddles appeal to more than just kids. Personality tests like “How well do you know the impressionists in London?” generated a great response from their adult audience, timed to promote an upcoming Tate exhibition.

Tate’s results

Tate’s commitment to interactive content has paid off.

“Our Tate Kids audience loves interactive content like Riddle’s quizzes,” Zoë goes on to say. “Our games and quizzes generate half our traffic and have 22% higher time on site, which means greater engagement from our audience.”

Tate’s other metrics only serve to validate this further. Their Riddle.com quizzes and other content are compelling, with the clicks (and completions) to back it up.

On average, two out of every three site visitors (66%) will engage with a quiz on a page. Even better, 76% of Tate’s quiz takers who start a quiz will finish it, demonstrating that interactive content works for captivating a young audience’s attention about art.

From a strategic perspective, Tate’s Riddles have generated 3.7 million views and 2.1 million completions across their library of 41 Riddles of all formats – including personality quizzes (e.g. ‘Which art monster are you?’), quizzes, and polls.

Tate is looking forward to building on this success by harnessing Riddle.com’s value-for-money, easy-to-use platform to bring even more interactive content to their art-loving audience in the future.

Further reading

Play the Tate quizzes on their website and discover how Tate is using the Riddle.com quiz maker.

It’s not enough to win games. Fans expect their team to entertain them on their phones all year round. So how do you win them over, both on the court and online? Interactive content is a perfect way to build deeper connections and engage your fans.

Our partner FC 08 Homburg knows the challenge of keeping their audience engaged all too well. The Saarland soccer club is constantly trying to do new things for its fans, using various channels to unite supporters even more.  

FC 08 Homburg (FCH) is a soccer club with a history in the German Bundesliga and is currently active in the Regionalliga Südwest. As part of their plans to improve fan engagement, FCH and Riddle have joined forces. With its flexible interactive content formats, Riddle provides a new approach to creating immersive experiences for the regional league team.   

The club’s primary goal was providing new forms of content for its fans to keep them engaged and coming back for more.  
And Riddle’s quiz maker has helped deliver results.

First, quizzes and polls, in particular, have proved promising, as they have a higher interaction rate compared to static content. Between-match-day and off-season content also plays a vital role: Providing content for their fans is key to improving Fan Loyalty. 

Second, Riddle’s platform will provide FC Homburg with valuable insights into its fan base. The data collected from the quizzes, polls, and surveys will help the club better understand its fans’ interests and preferences. This information allows FC Homburg to tailor its content and marketing strategies to better meet the needs of its fans.

Third, by integrating lead forms into its quizzes and polls, the club has been able to collect contact information from interested fans. This, in turn, can be used to follow up with fans and promote the club’s products and services.

Riddle’s interactive approaches:

After careful consideration and consultation, the following approach was agreed upon: Riddles are created regularly to keep fans continuously fueled with fresh content. Prior to match days, score predictors and knowledge-based quizzes about the opposing team will be offered to the audience. This is considered an encouraging way to liven up and inform the fans ahead of the game. After the matches, the fans can express their opinions or views via polls or surveys.

The leading indicators were defined as the number of quiz starts, the quiz completion rate, as well as the resulting lead generation rate. These can be used to statistically determine if the impact of using Riddle can be considered a success.

Creating Quizzes and Sharing on Socials

Before Riddle was used, quizzes were only played directly on Instagram. The problem with this, however, is that it was impossible to attach forms or carry out any engaging call-to-action campaigns, plus the insights weren’t being used to their full potential.

With Riddle providing the tools for generating surveys, predictors, and quizzes, FCH can now create content before match days to rouse fan interest, shared via social media channels. Fans are redirected to the club’s homepage, where each quiz is embedded by simply sharing a link in an Instagram story or via Twitter.

Have a look at this example of how FCH created a matchday quiz to engage fans in the run-up to the match:

Using DOI-Forms and CTA-Buttons

Another important point that FCH has emphasized is the data protection-compliant handling of data while generating leads. To remain GDPR-compliant, Riddle offers forms with DOI (double opt-in), which are placed just before the quiz results are displayed. The quiz takers were asked to enter their data, including name, and email address, as well as to confirm the privacy policy. With Riddle, it is possible to request and collect fans’ data while remaining fully compliant with data protection regulations.

Additionally, integrating Call-to-Action buttons (CTA) on the result pages (e.g. ‘Buy FC Homburg’s newest jerseys’) has proved to be highly valuable since they provide more traffic to the club’s homepage and shop.

And the results are in…

FC Homburg’s partnership with Riddle has achieved impressive results. In the process, FC Homburg gained valuable insights into its fan base and generated a significant number of leads. 

The attempt to get fans to sign up for the newsletter with the help of a quiz led to an average sign-up rate of 19.73% among fans who answered the quiz right to the end. In addition, using the CTA-button led to a click rate of 28.2% of those users who completed the form. By agreeing to subscribe to the newsletter, the club can contact its fans directly by email and send them news and promotions.

Sharing the link via Instagram increased the interaction rate with FC Homburg’s content by almost 500%, which is a huge lift. Furthermore, engaging with interactive quizzes and other Riddles is five times higher than those with conventional content. The same immense results can be found with the interaction with the Riddle score predictor: An average of 21.3% of those who started the predictor shared their result on social media.

By using quizzes and polls, the club fires up their fans’ interest and gives them new ways to provide their email and other information, achieving a much higher sign-up rate.