Quizlet is the #1 global learning platform, with over 60 million monthly learners. As the new academic year started, they wanted to drive awareness of their new AI studying tools among university students in the US & UK.

We launched a multi-faceted integrated campaign across campuses and the web, including out-of-home, press and digital ads - then brought to life the AI features through a made-for-TikTok game show putting students to the test to win real cash prizes.

Get university students to try Quizlet’s new AI-powered learning tools: Q-Chat and Magic Notes.

Quizlet is well known among the target audience, but their usage may have dropped off as they left high school. We wanted them to take another look at Quizlet by showing that, with its new AI features, they can achieve their learning goals at university too.

Campaign

We launched an ad blitz around US university campuses, with clever headlines that showed the results you can achieve when you put AI in your learning, by… literally putting AI in our headlines.

The campaign rolled out across OOH, press, and digital, versioned across 36 different placements.

TikTok and YouTube content

Demoing AI features can feel techy and dull. We wanted to find a unique and fun way to show how Quizlet’s tools can help people study in a more personalised way.

So we created “Brainpower” - a pop-up AI-powered gameshow, that put students to the test on their own study material for big prizes. 

As students from Sonoma State University left lectures, TikTok star Wyatt Eiden (3m followers) surprised them with the chance to take part in a gameshow created just for them.

Wyatt specialises in a classic TikTok format - surprising people on the street with questions and the chance to win prizes. But just as Quizlet makes study quizzes even more effective with AI, we wanted to enhance this format too.

Using Magic Notes, we used AI to turn their lecture notes into questions to create a quiz personalised to each contestant. Then we took them off the street and into our custom built gameshow set. With chatbot Q-Chat as his able assistant, Wyatt asked each student 6 questions, giving each the chance to win up to $500.

The content has been released as a series of quick episodes on TikTok and YouTube in partnership with Wyatt, with shorter cutdowns running as paid ads