USA Today launched their new sports website For The Win over Super bowl weekend in 2014. To create hype around the site, we created a next generation lounge for guests.
The concept behind the lounge was sharing. Guests were prompted to share stories of their favorite childhood sports memory, talk about a sports hero, or a favorite team utilizing a photo or video booth. Their stories, images and messages would later be shared on the For The Win website, which helped to drive traffic and create customer engagement at launch. We pre-programmed the hash tag to allow real-time sharing for guests on various social media sites, which created a buzz and excitement for guests.
Responsibilities included: Brand experience, concept development, design, strategic planning, and activation.