Unplug, It's Sunday.

The concept of the campaign centered around getting younger people to think about unplugging from their electronic news sources for one day a week and relaxing with the Sunday paper. The TV commercial was designed to drive people to the website which incorporates a contest. The campaign also included digital advertising, print, and point of sale. With concise, compelling stories guided by directed choice, the site encourages incremental user engagement by rewarding users for discovering hidden content in each section. Users that complete the experience are entered to win a free subscription.