How to Build a Marketing Quiz Campaign: The International Coffee Day

Illustrator: Jana Pérez
conversational quiz campaign

Interactive content has been leading the way in consumer engagement in B2C and B2B alike. What started with surveys, quizzes and interactive infographics evolved into instantaneous automated conversations. Contrary to what you might think, conversational marketing is not about substituting other forms of interactions. It’s about giving them a new way… a new channel of expression. Our International Coffee Daydigital marketing quiz campaign is a testament to that!

Pssst... If you haven't yet, take the quiz!

👉 What Does Coffee Reveal about Your Personality? 👈

And, if you are here, you are probably curious how we got it done. So, without further ado…

Step 1: How to Properly Celebrate International Day of Coffee as well as Give it Marketing Value?

Landbot team is strong on values.

One of those values is, naturally, coffee.

It’s what keeps us going.

Simply saying a “Happy International Coffee Day” with an overused Gif didn’t feel quite right. We wanted more.But how do you justify spending your time and other resources on something so random?

Well, you turn it into a full-fledged marketing campaign.

And so, we used coffee, one of the most endearing beverages in history to showcase what Landbot is capable of. Or, better said, what you can be capable of with Landbot.

Step 2: Reimagining a Personality Quiz

A personality quiz is just about the most common type of quiz out there and there is a reason for it. It has that secret appeal of helping us define ourselves in a way that makes us feel special.

Simply put, personality quizzes reign on social networks as endless social shares let them spread endlessly through our personal networks.

The issue is, most personality quizzes feature very basic and unfriendly designs. As if quiz creation got stuck somewhere in the 90s. Some of them have more ads than questions.

We decided to make the personality quiz a bit more personal by:

  • Using conversation as the catalyst that moves things forward
  • Giving the “quizzer” a personality
  • Treating the quiz taker as a person by using their name

All that wrapped in the interactive package of goodies that is a conversational app.

Step 3: Building the Conversational Personality Quiz

Any digital marketer will know creating a quiz starts with defining the questions, scoring system, and deciding on quiz results. So, before we got to the cools stuff, our coffee personality quiz journey started with a few ordinary steps.

After all the usual bits and pieces were complete, things got a bit more. It involved turning quiz questions into an actual conversation with its very own conversation style and a god of coffee, the legendary Mr. Coff E. E. Bean on one side of it.

Though, instead of continuing to prototype on a piece of digital paper, we took things to the Landbot builder.

Landbot is a no-code conversation automation tool that turns conversation design and bot-building into a virtual game of LEGO. Or at least that is the closest metaphor we could come up with! The whole concept is built around working with blocks and arrows that connect those block:

Each block represents a feature that can either be a simple message block or an out-of-the-box integration.

Welcome Message

The first step in creating a conversational quiz campaign with Landbot is always optimizing the “Welcome Message” which is the default block automatically created for every new chatbot flow canvas.Instead of jumping right to the questions, we decided to share some interesting coffee facts and give the International Coffee Day a proper mention:

welcome message

Scoring System

Then, once someone decides to go for the quiz, we created a score capturing mechanism using the “Set a variable” feature:


All you need to do there is create a variable to store this information under ( in our case that is @score) and give it a default value (0). Then, you add the same block after every question and respective answer but this time, activating the “Perform a calculation” feature:


This way, the score variable will be amended with every answer and produce a unique numeric result for each quiz taker.

NOTE: You see, it’s not our first quiz bot rodeo! If you are interested in a more practical, step-by-step account on how to go about building a quiz bot check out the linked tutorial.

The Conversational Bit

We set the score variable right at the beginning just to not forget but still, we devoted a few exchanged to a conversation to entertain the quiz taker as well as ask for a small bit of personal information, their name:

That’s one of the great advantages of the Landbot builder! It allows you to easily collect and save user data such as name, email address, or other contact information using system variables. Naturally, you can always create your own as we did with @score.

While score data stays in the background serving us purely to calculate the final result, other data such as the user’s name can be used instantly, to personalize the conversation in real-time.

Question Types

Another fun feature is the variety of question types which allows you to change question formats based on whatever is best for that particular question.

The richness of the conversational user interface you can create is the reason to talk about building conversational apps instead of just chatbots which most people associate with text-based communication only.

For instance, you can go for a question with classic button responses you can choose to organize horizontally or vertically:


Which will appear in the front end as follows:

quiz campaign button options

Or you can choose the image-button option which allows you to associate an image or a GIF with each of the buttons:


So the front-end experience will be a bit more dynamic:

Then there is also the Emoji button thanks to which you can give a bit more prominence to each answer:


See for yourself:


Or, you can take things even further with a carousel, AKA Picture Choice feature (most popular in the product recommendation scenarios):


And bring more movement to the conversation:

There are quite a few formats to choose from and create a truly memorable experience, even multiple-choice or searchable options. It’s really up to you!

Quiz Results

Quiz results are the most important part of the personality quiz. The result is what the user came for.So, we used the @score variable to add points for it with each new answer. Now, to relate the value with a result of the quiz, we used the Conditional Logic block:


When the user arrives at the end, their score goes through a series of conditions passing through each of them until it finds a match.

So for instance, if my final score was 16, it wouldn’t match the first condition (being less than 9), hence it would continue down a false (pink) path. Then again, it wouldn’t match the second condition either because although 16 is greater than 8 it’s not less than 15. Once again it would take the false (pink) path until arriving at the third condition. Since 16 is greater than 14 and less than 21, the condition would be matched and therefore the bot would take the true (green) path and take me to the result.


Once the backend of your conversational interactive quiz campaign is done, you can move on to design by clicking on the next step in the top navigation bar.Now, you can either choose from a variety of pre-designed templates which is the fastest and simplest option:


Or choose to customize the colors, fonts and bubble shapes manually:


These are the no-code options.Though, if you want to take the end-user experience further (like we did), you can find someone with basic CSS knowledge and do a few tricks for you.


With the new version 3 of the builder, each block has a unique ID. Hence, you will be able to customize the bot’s behavior on a block-to-block basis:


Why Start Building Your Own Conversational Quiz Campaign?

Interactive marketing quiz campaigns can be immensely powerful because their interactive nature is not only engaging, it’s perfect for collecting data. Hence, whether you are after spicing up your content marketing strategies, boosting lead generation, making a splash on social media, or strengthening your sales funnel... Conversational quizzes, surveys, assessments, or feedback should be on the top of your list.

DemandGen study showed that interactive content receives 2x more engagement than static content types.And, this doesn’t apply just to B2C.

In fact, according to SnapApp, 45% of B2B shoppers consider interactive content one of their top three preferred content types and 52% claim it to be very helpful when tackling business challenges.

With Landbot, you can give this strategy a try for free.