USA Today Advertising Campaigns

What the heck does a Lamborghini have to do with USA Today? A whole lot actually.

With USA Today launching their new, full-page news experience, my team was tasked with creating advertising campaigns that could take advantage of the larger real estate. Not wanting to subject users to the same outdated ads they were accustomed to seeing, I created unique experiences where readers could explore and fully interact with brands in an entirely new way. Not a big lift, but most of the time, advertisers didn't have any campaigns already created for such a new experience. That's when my time jumped into action and created one-of-a-kind creative (sometimes starting with only a logo and a style-guide). We implemented full social integration to help with viewership and took advantage of full screen HTML5 video technology which was a first for USA Today. Oh, and there was a beautiful Italian automobile client involved too. That helped a bit.

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LAMBO_Big_Page

 
The short and sweet of it: my wife won an inclusive chance to test drive a brand new Lamborghini. I approached the auto manufacturer with a few ideas and that eventually led to a real-time unveiling of the car (along with the 200 MPH test drive), all inside a new ad unit.

 
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Users were able to completely customize the timepiece of their dreams and then send it to a participating dealer for purchase.

 
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Walmart shopping experience for USA Today.

 
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Audi_S7_Big_Page

 
Audi S7 unveiling experience for USA Today.

 
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Armed with a limited budget, a logo, and an extremely tight deadline, I was given the green light to create an ad campaign and pitch it; in four hours. After a trip to Bestbuy, an impromptu photoshoot and a few magical hours in Photoshop, I was able to present a full minisite and social media contest where the viewer who shared the best outfit on Instagram won a fat bag of swag.

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Audi S4 unveiling experience for USA Today.

Additional Projects

GTSS AcademyProject type

Government TravelProject type

USA Today CampaignsProject type

Audi PlusProject type

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© 2018 Jason Kress - Made in DC

© 2018 Jason Kress - Made in DC

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