In a world where keeping up and remembering all of the events that are constantly happening, TIME offers a well-organized source for news and brains teasers to help the mind stay sharp.
Target Audience: 55
Art Director: Raven Pearman
Copy Writer: Leah Morris
The print ad kicks off the campaign with a riddle the answer of which is TIME.
These stickers would be posted in public places like bathrooms, bus stops, and telephone poles.
The answers to the riddle stickers can be found on the micro-site. If a reader gets the answer correct, they receive money off a subscription to TIME magazine.
Playing games on the site and sharing your scores on Facebook also generates points and the more points you get, the more likely you are to win a trip to Milan for the Expo Milan.
On the page, people can play the memory game. Every other day TIME will post a famous photo. The following day the photo is posted again, but with changes. If someone finds a difference in the photo they must tag themselves, or a friend. If they get the difference right, they earn points added to their overall score and a chance to win a free print version of TIME.
The viral video would document the journey of the winner of the contest. The winner, along with a friend, will be sent to the Expo Milan which is a international exposition where countries display energy-saving technology that also benefits the food industry and betters people’s lives. In addition, to the Expo, the winner gets to spend five days in Milan, Italy. All would be documented by TIME and the video would be posted on the website, micro-site, Facebook, and YouTube.
