True or False?

The Challenge
While the name’s the same, Nine Entertainment and Microsoft ended their longstanding ninemsn partnership, meaning millions of users no longer land on the ninemsn portal by default. Traffic and revenue was about to decline without a dramatic solution.

To start building ninemsn’s database, we made an engaging cross-device campaign that asked people a series of ‘true or false’ questions (which were updated regularly based on the news at the time), to go in the running to win a grand cash prize.


• Over 224,000 total game plays
• Over 22,000 unique competition entries
• Over 50,000 ninemsn alerts signups