Like many newspapers, The Times has faced challenges in recent years, struggling to reach young audiences who no longer are interested in having the traditional newspaper show up on their doorstep each morning. They needed to create buzz among Millennials. They targeted the Consumer Electronics Show for an outreach event, and asked us for help with implementation.
We created a personalized digital activation experience. Event attendees were invited to pick a favorite section of the newspaper (Arts, Science, etc.), and snap a photo. Our custom-built app then turned their photo into a portrait made of words and phrases from articles in the section. It’s a selfie, but way smarter. While the app was being created, NYT staffers engaged with the attendee to attempt to convert them to subscribers.