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Coca-Cola Serves World Cup Trivia on QuizUp

App now advertising with branded topics

Coca-Cola is now sponsoring World Cup trivia on QuizUp, the fast-growing mobile app out of Iceland. The app from Plain Vanilla Games has been testing branded quizzes as its advertising model.

Coca-Cola is the second big brand to try marketing there, following Google’s collaboration that started last month. Google Maps sponsors a geography quiz called Earth From Above.

“We started working on a premium ad model,” said Viggo Jonsson, vp of business development at QuizUp. “Instead of just buying ads, we partner with the companies to create original content.”

In that spirit, QuizUp, which only launched in November, just started offering soccer trivia sponsored by Coke. The soft drink maker also sponsors the World Cup.

Jonsson said the QuizUp trivia focuses on the history of the game and the tournament, which is being held in Brazil this summer.

“We’re soft launching three [quiz] topics and the campaign will reach a climax during the World Cup,” Jonsson said.

The company said the first branded quiz with Google proved popular and is among the top 10 percent of most popular games in the app. QuizUp now has 16 million registered users.

In November, it was among the fastest growing iPhone apps to hit one million within days of launching, a performance it repeated when it released on Android phones last month.

The app offer crowdsourced trivia in hundreds of topics, and has raised about $25 million in venture capital.

QuizUp also is launching in new languages, most recently German.

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