"The New York Times" Spelling Bee

The New York Times is evidently into gaming … gaming with a purpose and a purpose …

Source: New York Times

The New York Times is promoting its games group via a new outdoor campaign that encourages people to play their Spelling Bee. A simple QR code takes NYC subway riders to the app where if they share their status then the news organization donates to First Book which is an organization that distributes educational materials to those underserved.

Source: New York Times

Fun! It’s an interesting way to engage captive riders in a moment where perhaps they will accept some entertainment and perhaps engage in the brand in ways they never would have before. Going beyond the “news” and adding even more value to consumers’ lives. That’s the point of being a brand, right?!?

Plus a brand that is all about “reading” certainly has permission to create a spelling game! Not that much of a stretch!

What’s your experience? JIM