HQ Trivia Is Dictating When and How Consumers Use Apps and Inspiring a Host of Imitators

It's providing a potential model for marketers

Since December, twice a day, like clockwork, Terry Berger, a 17-year-old high school junior from Atlanta, has been playing HQ Trivia, the mobile app game-show sensation. At 3 p.m. Berger, her fellow students and teachers huddle together over their smartphones, answering often silly, mostly vanilla questions about pop culture, science and history for the chance to win cash prizes. At 9 p.m. she’s at it again, this time with her family. In fact, HQ’s daily-double playing schedule is so drilled into Berger’s internal timetable that she doesn’t even need the app’s triggered push notifications to remind her it’s game time.

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This story first appeared in the March 5, 2018, issue of Adweek magazine. Click here to subscribe.