The industry quiz requires marketers to answer 23 questions over eight rounds. The further into the game, the tougher the questions. Participants who reach the furtherst round, with the highest cumulative score, and the fastest time will win a trophy and a trip to Spikes Asia 2011 which will be held in Singapore, 18 to 21 September. Silver and bronze winners will win Xbox consoles.
There's also an award for the 'Digital Zenses agency of the year' which goes to the agency with the highest cumulative score of their top three participants. Prizes will be the same as the individual category.
This year's quiz builds on the success of Microsoft Advertising's Digital Quotient (DQ) test held last year.
Last year's participants came from the advertising, marketing or public relations sectors, and averaged a score of 60 per cent on the test. "Obviously there is room for improvement," said Kenneth Andrew, marketing director, Microsoft Advertising, Greater Asia-Pacific.
The aim of the quiz is to enlighten marketers on the nuances of digital marketing and to recognise the direction it is taking.
The Spikes Asia Advertising Festival is the result of a collaboration between the International Advertising Festival, organisers of Cannes Lions, Dubai Lynx and Eurobest, and Haymarket, publishers of Campaign Asia.