As a twenty-something Manhattanite working in media, I do my best to stay up-to-date on the latest and greatest in technology and social media. So when a friend connected me to the Wishbone app, a mobile platform that serves as a sort of social barometer, I was anxious to learn more. The app serves up “quiz cards” that offer visual “which would you rather” statements (i.e. a picture of a beach next to a picture of a lake); users tap to select their choice and are then shown how their answers compare to the general poll. While the concept may seem simple, the app is no joke. Engagement is undeniable: approximately 55 million votes are cast per day, with an average of 250,000 votes for each individual quiz card. Users skew female and are, on average, between 13 and 25 years old.
Given Wishbone’s younger audience, it was the perfect fit for a partnership with our bullying prevention campaign, “I Am A Witness.” The week-long flight, which kicked off June 13, was Ad Council’s first-ever partnership with the app. It shared campaign messaging while also testing users’ awareness and usage of the campaign’s trademark eye emoji. Custom quiz cards were created, and were promoted on the general feed as well as on the IAAW account page. Over the course of just one week, nearly 590,000 votes were cast, and the IAAW Twitter account gained about 4,500 followers.
Wishbone has proven itself to be an effective tool for engaging with teens and young adults, particularly young women. It’s a critical platform for any brand to consider, and here’s why:
1. It makes it easy for users to share their opinions
The express purpose of Wishbone is for users to share and compare their opinions. Generation Z places unprecedented importance on social issues, activism, and taking a stand, and this app directly taps into that passion. It offers a simple, quick way for young people to voice their thoughts and feelings without using words, and those insights can be incredibly valuable to the development of a brand, campaign, or product.
2. It hosts both UGC and brand-created content
Like many social and mobile platforms, Wishbone allows both brands and general users to create and share content. This capability allows for a flow of communication between brand and consumer and encourages consumers to reproduce and share brand messaging in their own voice. During our flight, for example, many users created their own quiz cards related to our emoji and campaign. Together, brand and consumer co-create an experience.
3. Daily & Nightly Dozen Quiz Cards
In addition to its user-generated community feeds, Wishbone’s editorial team curates two sets of a dozen cards, known as the “Nightly and Daily Dozen.” This special selection of promoted cards amplifies the messaging of participating brands. During our partnership, we promoted three cards in the Daily Dozen on the first day. The promotion sparked interest in our account page and inspired engagement through the rest of the flight.
In need of some insight into your audience or customers? Check out Wishbone to create polls of your own.