A marketing scheme in which people opt to study a catalog full of ads, then pass an exam to get the reward. For example, you don't have to pay at the checkout if you get the answer right.
This would make sense in any large store or a shopping center. An ad catalog would be produced containing whatever the store or multiple stores within a shopping center want their customers to know. The catalogs would be available for anyone to take home and study.
Imagine an ad campaign so powerful that your customers actually study hard to learn every detail there is to know:)
There are at least 3 versions of this:
When you get to the counter with your shopping cart, the clerk hands you a small roulette. You pick a color and spin it. You have a 30% chance of getting the color right. If you do, the clerk opens an envelope that contains a question related to the ad catalog. Only someone who studied it in great detail would know the answer. If you get it right, you don't have to pay for the content of your shopping cart. It's free.
A camera crew goes around the store and asks random people if they know the catalog and want to try their luck at winning a $500 store voucher.
There is a dedicated exam area in a prominent location within the store/shopping center. People sit down in batches and try to pass the exam within a limited time. Every batch of people gets a different set of questions. Whoever passes the exam gets a discount card that is good for a specific amount of money or time. The card is not transferable. It can only be used by the person who passed the exam.
To participate, people have to consent to have the event recorded and posted on Youtube if they win.
Winner reactions are interesting to watch. People are likely to share such clips. This spreads the word and makes the campaign more interesting to particiapte in. More people would come and study the ad catalog.