The NY Times’s 1st OOH Campaign for its Crossword Puzzle
Wordplay, every day, grows
What began last week, commuters in Seattle and Boston discovering puzzling #OOH messages, the NY Times’s rolled out it’s first out-of-home (OOH) marketing campaign for its iconic Crossword puzzle.
The campaign’s message, “Wordplay, every day,” encouraging players to download the Crossword app and play the mini crossword puzzle.
In Boston, the #OOH campaign is visible on DOOH screens and #billboards in the T metro trains and station platforms, and on buses and bus shelters. In Seattle, the campaign appears on light rail trains and inside city buses. In March, the NYT has a full station domination plan to take over Westlake Station in the heart of the city.
The campaign will run though the end of March.
The mini puzzle is played by 1.6 million players digitally each month, about a 50% increase over the past three years.