Project
Tärkiä eteläpohjalaasmurrevisa
I was commissioned to design a content piece for Visit Seinäjoki, and it was published in Taide Seinäjoki network’s biannual magazine, Kulttuurilehti Ilmiö, issue 1/2022, both online and on paper. I used an already published glossary of the South Ostrobothnian dialect provided by Visit Seinäjoki, and using my personal knowledge of the local lingo and cultural tropes I wrote a light hearted quiz to test the reader’s knowledge of this legendary lexicon.
The idea was to tell something to the reader about themselves without overtly trying to sell them something. This then would lower the friction in getting people to read and interact with other parts of the magazine. The test was designed so that it is easy to do with a mobile device, and invites the participant into a playful competition among their friend group, as you get one of three titles based on your score that is then easy to share via Facebook and X.
The quiz has been the single most successful piece of content published so far by Kulttuurilehti Ilmiö. In the first two months the quiz had been taken 64.000 times, and the quiz page had been loaded over 92.000 times. Normally a new issue gathers about 3.000 visits during its first two months after publishing. The spring issue of 2022 got 96.000, of which 60.000 visits came during the first week, with 43.000 individual visitors. 75% of the traffic came from social media, 23% directly and 2% through search engines. Normally an issue’s top 10 articles gather around 100–150 downloads per month, but in this issue that figure grew to 200–300. To this day the quiz gathers traffic, around 400 downloads per month, and the quiz has now been taken over 122.000 times.
Visit
Quiz
Antti Huhtanen
Glossary
Visit Seinäjoki
Client
Visit Seinäjoki & Kulttuurilehti Ilmiö
2022
