Tate Britain has launched QuizTrail, a social, location-based smartphone quiz game that combines a curated tour of the gallery with contextual gift recommendations for Tate’s online shop.

The game, released as a free iPhone app on Thursday 3rd May 2012, allows players to explore the famous London gallery on a themed trail of different artworks. Themes for the trails range from ‘Animals’ to ‘Myths and Legends’. Each trail has three levels of play that cover simple observational questions to tougher multiple-choice questions requiring players to read display captions to find the answer. Players answer multiple-choice questions about the artworks to earn prizes and discounts that can be redeemed at Tate’s recently re-launched online shop. Visitors can share their newfound knowledge of the works with friends as they progress on their trail and share their prizes too.

Debi Cohen, Online Shop Manager, Tate Enterprises said: “QuizTrail is a new and interesting way to interact with Tate’s permanent collection. The shop and gallery team worked closely together to give context to the gift recommendations players see at the end of their trails. We’re really excited about the prospect of players sharing prizes and discounts with friends through a bespoke Facebook app that has been specially integrated with the iPhone game. QuizTrail is a great way to drive traffic to our online shop through recommendations and voucher codes which let players find their perfect memento of their trail at Tate Britain.”

Tate Britain QuizTrail was developed by cross platform entertainment producer The Connected Set. Creative Director, Jason Mitchell said: “Tate Britain’s unrivalled collection and first class online shop made them the perfect partner to work with to integrate a fun, immersive gallery experience with clear links to an online shop. Often cultural institutions aren’t keen to mix the cultural with the commercial, but our research shows that the majority of visitors want to buy something related to their visit. QuizTrail makes that very simple and fun. If players can’t make it to the gallery, the iPhone game allows everyone to get a taste of the Tate experience by playing at home and elsewhere too”

QuizTrail launches with three themed trails of the gallery. New trails will be added to the game throughout the summer. You can download QuizTrail for free from iTunes here: http://j.mp/QuizTrail


Notes to editors:

About The Connected Set:
The Connected Set is an award winning cross-platform entertainment formats producer. TCS design and produce ground breaking content, TV formats and digital products. http://theconnectedset.tv

For further information please contact: Jake Cassels, The Connected Set, jake@theconnectedset.tv
Tel: 020 8874 4732
W: www.quiztrail.net
FB: www.facebook.com/quiztrail
T: @quiz_trail

Published on: 9:25PM on 10th May 2012