New York Times
Gaming
New York Times is going viral partnering with celebrity Andy Cohen, to promote their game, "Spelling Bee". Aligned with New York City back to school digital subway ads shared daily tips. And for each game shared on social, $1 is donated to an educational non-profit.
5M+
Potential Reach Across Social
Source
NEW YORK TIMES
NEW YORK TIMES
Campaign Leverage
Immersive Puzzle Commute
Daily Tips
#BeeTime Sharing
Celebrity Impressions
Campaign on Instagram
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.
New York Times leveraged a digital out of home campaign to bring awareness and increase users to their game “Spelling Bee."
Immersive Puzzle Commute
NYT turned to OUTFRONT to achieve an immersive experience for commuters coinciding with back to school and return to office. Turning the commute into a challenging puzzle game.
Daily Tips
Daily “Spelling Bee” tips were featured in the Livecard MAX trains helping gamers along with the puzzle each day.
#BeeTime Sharing
Gamers who shared on social with #BeeTime drove $1 donations to First Books non-profit supporting education.
Celebrity Impressions
Celebrity, Andy Cohen, jumped on the subway to play his favorite game, “Spelling Bee,” and posted to social garnering impressions globally.
Campaign on Instagram