The campaign, labelled A Walk Down Memory Lane, is the charity's first viral email marketing push and will launch in November (www.ageconcern. org.uk/quiz).
It has been created by digital agency Tullo Marshall Warren (TMW). Users are invited to answer 20 questions on historical events in different categories and submitted answers are linked to a score page. Respondents are emailed a 'thank you' page showing their scores, which they can forward on to a friend, and click through to the Age Concern web site.
Aidan Currie, web manager at Age Concern, England, said: "The main pull of the (email) campaign is to build a database of users, so we can offer them more information on the campaigns we're running throughout the year. We are doing more online marketing to give people a sense of how Age Concern provides information and services. The web site also features lifestyle features and interactive elements such as fun and games online," he added.
The charity is also launching a site it created in-house to advertise the Silver Surfers Festival in October, which is promoted on the web in partnership with Microsoft and Cable & Wireless.
Another web site (www.the timecapsule.org.uk) launches in October and is a destination for users to leave their memories in the form of photos and stories, which are stored by category or decade.
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