SOURCE: Dailybreak Media

Dailybreak Media

February 25, 2014 10:00 ET

reThink Israel™ Campaign Uses Gamification to Increase Awareness

Dailybreak Media Provides Interactive Solution to Highlight the Real Israel

BOSTON, MA--(Marketwired - Feb 25, 2014) - How do you make Israel relevant to American millennials? That was the challenge facing an American nonprofit called reThink Israel™, which worked with Dailybreak Media to promote the country's technology innovation, progressive culture, and expanding economy as a means of informing American millennials about the real Israel. So, how does one enlighten young people about Israel's numerous assets and opportunities? You craft a gamified campaign to entice the world's up-and-comers to learn more about this burgeoning metropolis.

The "reThink Israel" campaign is a broad outreach program designed to change the way young people think about Israel by highlighting the country's most impressive features in ways that will leave a lasting impression. Realizing that traditional advertising alone wouldn't deliver the required impact, reThink Israel saw an opportunity to build greater awareness by generating conversations about the nation's growing economy, progressive culture, and its eminence as a center of hot technology startups, and they relied on gamification to tell that story.

With a specific need to inform without overwhelming a young audience with short attention spans, this initiative is powered by an interactive experience using Dailybreak Media's innovative gaming mechanics and unique social engagement methodology. It begins with a clever and memorable "Challenge" -- a short, fun series of games testing the participant's knowledge about Israel's accomplishments in a variety of areas. The Challenge also integrates a user-generated content component whereby users upload photos of themselves aligned with each campaign theme -- such as riding a bike to promote healthy living and clean transportation -- with the best photo submission eligible for prizes. By gamifying information delivery and creating award opportunities for participation, the reThink Israel campaign is driving conversations that will surprise and intrigue young Americans, while compelling them to come back for more via the contest apparatus.

Said Gerald Ostrov, CEO of reThink Israel: "Dailybreak Media's solution reached thousands of young adults, delivering the engagement we needed to connect with this important demographic and show them the real Israel -- and we look forward to partnering together on subsequent phases of the campaign."

Each phase of the reThink Israel gamified Challenge has a different theme featuring a unique aspect of Israeli life. For instance, the current phase focuses on innovation; future versions will highlight food and fashion, among other topics. reThink Israel has chosen Dailybreak Media to oversee upcoming campaigns based on the results achieved in the initial phases.

"reThink Israel gave us the opportunity to demonstrate how effective gamified content can be not only for tourism initiatives, but also for long-term engagement strategies that challenge perceptions and raise awareness," said Boris Revsin, founder of Dailybreak Media. "We are excited to be involved in this initiative and look forward to further demonstrating the impact an effective Challenge can have on upending the status quo."

To participate in the "reThink Israel" challenge, visit

About Dailybreak Media
Dailybreak Media is a native engagement platform designed to drive brand participation and consumer action at scale through digital, promotional campaigns. For brand marketers, Dailybreak offers a turnkey, pay-for-engagement solution providing all game/contest creative, legal and a network of more than 25 million consumers. Dailybreak's engaging, highly targeted content is delivered at zero risk for some of the world's leading brands including Procter & Gamble, Dunkin' Donuts, PUMA, Halls and Chevrolet. For more information, visit

About reThink Israel
reThink Israel™ is an American nonprofit organization (501c3) with a desire to share positive information about Israel's diversity, ingenuity and international humanitarian outreach. We are secular and nonpartisan, which is why you won't see any stories about religion or politics on this site. Join us at

Contact Information

  • For more information, contact:
    Jeff Lavery
    SVM Public Relations for Dailybreak Media
    Email Contact
    (401) 490-9700