Yesterday as I glanced at the racks I noticed something so different that I just had to pick it up. It was a USA Today with what appeared to be a poster 1A.
That is what I saw.
I was so intrigued because I can’t remember ever seeing a poster front page from USA Today. I had also missed the Super Bowl commercial from the day before so I didn’t get the full effect of what most people probably felt.
I then flipped it over to finish reading the bottom of the page.
And it was once I flipped it back over that I saw it: the word ADVERTISEMENT right under the flag.
I didn’t know what to think other than wow! It was a four-page advertisement wrapped around the entire paper. The thing that struck me the most was the fact that the flag had been placed on top of it. It truly looked like it could be a USA Today 1A until you notice the advertisement banner.
Then once you took off the wrap you saw the real 1A.
I would love to know how much money Gannett brought in for the ad because it is truly massive.
It was a bold move that I’m sure paid off especially for people looking at the racks. The idea of connecting an ad from the Super Bowl and using it in print the next day is pure genius. Everyone (except for me apparently) knew what it was about and it was a great way to get people to pick up the paper. The main thing here is that it was something different. You never see something like this from USA Today so I think that the bold move probably paid off in pick-up and money.