The New York Times: NYT VR

This case study explores how the American newspaper, The New York Times challenged the rival, non-traditional media which were eating into its market share through a VR app.

Brands: New York Times, Google, GE, Mini

Agency: T Brand Studio, New York

Country: USA

Campaign Summary

Rival non-traditional media such as Snapchat Stories, Facebook Instant Articles, and Twitter were eating into The New York Times'—aka the Grand Old Lady of print—market share at a rapid rate and causing a loss of millennial readers in particular.

To beat them on their own digital devices—smartphones, app NYT VR was developed for mainstream storytelling in a totally immersive and exciting new form—virtual reality.

Leveraging The New York Times' cost-effective distribution network, 1.3 million subscribers were supplied with Google Cardboard...

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