The Know It All-Ireland Quiz

Client Today FM

My lockdown 2020 project. I created, managed & produced The Know It All Ireland Quiz.

An 8-part LIVE series across 2020, ceasing upon the great appetite for 'Lockdown / Play-Along Quizzes'.

I've included info below on the project.

We were delighted to win the 'Best Digital & Social Innovation' award at the IRMO's (the national media awards) in 2020.


The Today FM Know It All Ireland Quiz was created to cross-promote two prime time shows and the wider Today FM on air schedule.

The campaign connected the brand with an isolated audience during Covid-19, using a multiplatform approach for accessibility, while keeping radio at the centre of the campaign at all times.

The concept was simple; deliver a sleek, TV-quality product to grow awareness of Dermot & Dave and Mairead Ronan while driving the social audience into the FM shows for an on air quiz feature build around results and bonus content.

In April and May 2020:

  • On-air content drove online traffic and social engagement
  • The Live Quiz on Saturday night drove the social audience back to FM listening on Monday with Dermot & Dave and Mairead
  • Resulting in higher digital listening numbers for the FM shows

Across April and May the Quiz reached 2.1 Million people, generating 820,000 video views, and it increased Monday morning digital listening by 5 per cent, compared to the week previous with no quiz. The Quiz also drove 185,000 page views to the destination hub.

On average people spent 60 minutes with Today FM on Saturday evenings in homes across the country and the Quiz became appointment listening and viewing.

#TodayFMQuiz trended No. 1 on social as the audience interacted with presenters and the brand on their own platforms.

Families isolating in different counties played along together via Zoom and some players joined in alone, but were never lonely.

The Know It All Ireland Quiz Today FMThe Know It All Ireland Quiz Today FMThe Know It All Ireland Quiz Today FM


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