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...