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UsvsTh3m, the Daily Mirror publisher's Buzzfeed-style social content offering, is expected to reach 3 million unique users in October, thanks largely to interactive quiz "How much are you hated by the Daily Mail?".
Trinity Mirror is forecasting that the site will pass the 3 million monthly unique user mark at about lunchtime on Thursday, almost tripling the number of users recorded in September.
Almost a third of that traffic, 1.25 million users, came from people playing and sharing the tongue-in-cheek Daily Mail quiz.
USvTh3m, which aims to quickly develop humorous interactive quizzes and games based current news and events, developed the 13-question quiz following the Daily Mail's attack on Labour leader Ed Miliband's late father.
Users are encouraged to share their scores on USvsTh3m games and quizzes via social media, helping to drive up traffic.
"Sharing stuff socially says something about you," said Trinity Mirror product director Malcolm Coles. "People want to identify with something that reflects their personality and says something about themselves. People were pleased that the Daily Mail hated them."
Trinity Mirror is following up UsVsTh3m, which launched without fanfare at the end of May, with a new venture, Project Y, focusing on "socially shareable data journalism".
Martin Belam, the digital product development consultant who worked with Coles to launch UsVsTh3m, is also working on Project Y.
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