In an increasingly busy world, people are searching for outlets to delight and entertain them so they can relax and unwind from the daily grind. Digital crossword players are looking for the perfect outlet that achieves the perfect balance between relaxation and productivity, and have discovered the USA TODAY Crossword app as it’s not lofty, but rather an achievable challenge.
Meet Chloe, USA TODAY’s own cruciverbalist, the face of all USA TODAY Crossword app campaigns. Born from what was supposed to be a one-time crosswords app ad, Chloe expanded into a multi-pronged, long-term product awareness campaign, consistently driving app installs and subscriptions. She has been featured on the USA TODAY homepage, multiple ads, and emails series, showing USA TODAY’s Crossword app as a gratifying retreat from the daily grind, whether it’s an escape from the everyday commute, a quick bathroom break during a hectic day at work, or after dinner before bed.
The USA TODAY March Madness Bracket Challenge campaign had coworkers across the country putting aside their obligations, competing to be the Office Champion.
The campaign brought sports fantasy to life by positioning regular office employees as basketball players, battling for victory, engaging in friendly (hopefully) office competition. Designed to look like professional sports portraits with drama and action, the project started with a display of four fresh-faced employees ready for battle, and as it went on employees in the design were removed with one remaining victorious, similar to a bracket facing rounds of elimination.
Emails and social posts were created for bracket pre-registration and completion, encouraging subscriptions and regular check-ins to stay in the game.
An official badge and diploma were also designed for office bragging rights.
Concepted, designed, and assisted on photoshoot. Lead designer on project, art directed by Andrew Lebowitz.
Internal campaign Spark for Change aims to spark individual employee’s imaginations for positive life-changing ideas that will benefit patients and caregivers in the prevention, care, and cure of disease.
Custom logo
Campaign style guide
Guidelines for hhc Committee
Internal training cards
Icon library
Giveaway swag
