RedEye But Better: RedEye for iPad launchJanuary 18, 2013
To launch the iPad RedEye paid edition. Convey that RedEye is more than a digital edition of the paper, but includes a variety of media that leads to a unique user experience.
Active, social Chicago iPad owners, ages 21-34
Create a series of communication pieces across a variety of media featuring the like “RedEye but Better.”
Communication incorporated b/w photography married with a full cover app visual to demonstrate how it brings excitement and life to the run-of-the-mill morning commute, coffee house, or wherever RedEye for iPad is read.
Television, print, online display, email, out-of-home, transit
15,000 downloads, nearly half of them from the first two months of the campaign.
About RedEye for iPad:
RedEye’s iPad app brings to life what readers have come to expect from RedEye–the latest news, sports, pop culture, and entertainment–and adds bonus articles, videos and photos, social media interactivity, and more.
Ad Mail Example