Boston-based corporate team building company Game Show Nation (a division of Teambonding) uses classic game shows to promote teamwork and camaraderie in the workplace. answerYES was approached to conceive and produce a B2B viral marketing campaign that not only “mimics” GSN’s real-world game show experience but also have the same viral potential of a B2C campaign.

The most popular GSN game show event is Survey Says, the company’s version of Family Feud. So, we created a branded microsite featuring a Flash version of the game show (replete with cheesy 70′s game show music).

Once the game was in place, we would challenge companies (or departments within companies) through email and social media to play against each other. The game could only be played once per day and the team at the end of the week with the most points would win GSN prizes (anything from Survey Says tees to 25% off the company’s next team building event). In addition, the game questions were completely customizable so if Team Pepsi was playing against Team Coca-Cola, the questions would be unique to the soda biz. If the game was between departments, the questions could be even more specific. The microsite also included a Twiigs poll and Quick Quote mini-form.

Unfortunately, GSN abandoned the viral marketing campaign entirely one week before launch due to the Aqua Teen Hunger Force guerrilla marketing stunt that inadvertently created a bomb scare in Boston on January 31st. The local press had a field day and a golden opportunity was lost. Despite efforts to reassure them, in my client’s mind viral marketing was “bad” and the campaign was never fully realized.