After a recent global rebrand, EY wanted to know how they could activate their new concept of 'building a better working world' globally, in an interactive and memorable way.. The solution was gamification. By making an interactive and educational experience for customers and talent to share with their peers, and harnessing the potential for virality on social media, EY's new brand became truly global.

1. EY – Global quiz
Case Study – September 2014

2. How do you reach potential candidates in over 100 countries and
persuade them to engage with a concept of ‘Building a better working
world’ with a business that recently rebranded globally?
How do you create a piece of global social content that directly
involves the target audience in a meaningful engagement with the
EVP? How do you ensure that content has the built in virality to
crossborders and engage thousands of individuals in one big idea?
And how do you do it in a few short months, without falling foul of
corporate brand, marketing or technical restrictions, whilst making it
both easily accessible and sufficiently intriguing to motivate a diverse
audience to register and play the game?

3. The answer was social gaming.
‘EY Global Quiz’ is the Facebook game that delivered the high
quality social engagement EY sought. User experience was at the
heart of the game design, delivering a fun, challenging, educational
and social experience for early careers talent the world over. The
quiz challenges individuals on their global mindset through a series
of mini games.
Players’ speed and accuracy of response gave them a global
mindset score. They can then see themselves ranked against friends
and where their country features in the global ranking, with the ability
to share and challenge through the Facebook, Twitter and LinkedIn
social graphs. An added layer of personalisation is incorporated
through presenting players with a ‘high performing team’ map of their
Facebook friends, creating a valuable, unique piece of shareable
social content that is directly tied into the core EY value of “high
performing teams”.

4. Driven by social advocacy, internal engagement, effective
digital content marketing, targeted social media marketing
and innovative technology, EY Global Quiz has been an
unprecedented success in terms of global reach and
candidate engagement– and redefined (at least for EY) what
global social employer branding can look like. Key results
include:
• Activated across 39 country Facebook pages plus
three corporate EY VK pages in Russia, Kazakhstan
and Ukraine
• 8,000 unique registered players spanning 108
countries
• Promoted content reached 9.5 million people and
generated over 62 million impressions
• Score sharing tweets reached 134,300 individuals and
generated 697,500 impressions
EY’s focus on their social brand has resulted in them being
ranked second in the Universum World’s Most Attractive
Employers rankings in 2014 (a rise of 2 places since 2013).
Such has been the success of EY Global Quiz, EY have
engaged us to create a fully mobile global version of the
game: an EY first.
Click infographic to see high resolution

5. Founded in 2006 and headquartered in
London, Carve is a boutique consultancy
that advises some of the world’s leading
organisations on the strategic use of social
media.
Our people-first approach helps
businesses build the systemic capability
to create value through better connectivity
and collaboration. Results-driven, our
programmes include transformation
through Social Recruiting, Social Selling
and Enterprise Social Networking.