Guardian iPad Edition - Free #ObserverOffer

The UK newspaper group Guardian News and Media gathered user data with an interactive survey for its iPad edition.

Guardian iPad Edition – Free #ObserverOffer

muirhoward

The team

Simon Crosbie, Mark Doyle, David Rendle, James Townend, Katie Conway.

How did the campaign make a difference?

A playful and interactive survey for the Guardian iPad edition collected data on readers’ habits and persuaded them to part with personal information in return for an incentive. It profiled over 9,500 Guardian readers who were previously anonymous.

What details of the strategy make this a winning entry?

The personal data belonging to users of the Guardian iPad edition is owned by iTunes and not shared with publishers. This campaign needed to identify these...

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