Ahead of the US 2020 election, The Economist launched a new digital marketing initiative called 'Word Play' to help drive readers to high-quality news coverage that they could rely on.
At a time when mistrust in the media is rampant, and fake news has largely replaced trustworthy sources, The Economist launched the initiative in hopes of leading readers to well-researched and data-backed stories that they could use to inform themselves. Through the digital marketing campaign, the publication highlights what readers can expect and not expect when they click on its articles with bold phrases, including words like "centered," and stating that it doesn't promote "hype" or "clickbate" for extra views.
The Economist debuted the campaign across its social media channels and through ads ahead of the election.
Political News Campaigns
The Economist Launched 'Word Play' to Spotlight US 2020 Election Coverage
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