The Economist Launched 'Word Play' to Spotlight US 2020 Election Coverage
Riley von Niessen — November 11, 2020 — Pop Culture
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.
Image Credit: The Economist
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.
Image Credit: The Economist
Trend Themes
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2. Trustworthy Sources - Disruptive innovation opportunities in creating platforms that promote well-researched and data-backed stories to combat mistrust in the media.
3. Data-backed Stories - Disruptive innovation opportunities in using data to provide readers with informative and reliable news coverage.
Industry Implications
1. Media - Disruptive innovation opportunities in developing platforms that provide readers with trustworthy and high-quality news coverage.
2. Advertising - Disruptive innovation opportunities in creating ads and campaigns that highlight and promote well-researched and data-backed stories.
3. Social Media - Disruptive innovation opportunities in utilizing social media channels to drive readers to reliable news sources and combat fake news.
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