Answers.com Uses Web 2.0 Trivia Game to Plug Its Services

Media Morph: Blufr

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NEW YORK (AdAge.com) -- Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: Blufr
Not surprisingly, Blufr has its own MySpace page that says it's a 23-year-old female living in Brooklyn, N.Y.
Not surprisingly, Blufr has its own MySpace page that says it's a 23-year-old female living in Brooklyn, N.Y.

What it is: Pop quiz. Bears don't hibernate -- true or false? If you said false, you've been Bluf'd, along with 64% of the other players to whom Blufr asked this question. Blufr is a simple but fairly addictive trivia game born out of Answers.com as a way to promote the wealth of data available at the free, ad-supported online dictionary and encyclopedia service.

It goes like this: Log on to Blufr.com, pick any random fact, and click on the "way!" button if you agree or the "no way!" button if you know the fact is dead wrong. Blufr will tell you how you fared, along with the percentage of people who were fooled by the fact as well as links to Answers.com info on the subject. And if you keep playing, you'll notice your Blufr score go up or down. (The site lists top scores for all the Ken Jennings wannabes out there.)

The social aspect: Like any good Web 2.0 company, Blufr lets users add bookmarks to their Yahoo or Google accounts and embed mini Blufr games into their MySpace profiles or web pages. Not surprisingly, Blufr has its own MySpace page that says it's a 23-year-old female living in Brooklyn, N.Y. In reality, Answers.com is a 58-person company based in Jerusalem and New York.

What's next: To reach Answers.com's target audience of young, tech-savvy students, Blufr is set to kick off a major mobile-marketing initiative through its agency, Earthquake Media, using Free 411 (another former ). Users of the ad-supported directory-assistance service will be sent Blufr trivia along with a phone listing. After answering the Blufr, users can send it along to a friend-kind of a mobile-viral model.
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