the experiences

Challenge                                                                                                                                                        To leverage the occasion of The Wall Street Journal Online’s 10^th anniversary to drive site traffic and subscriptions — targeting its two largest markets, New York City and San Francisco, in its first-ever off-line promotion to accompany a 10-day online open house.

Insight                                                                                                                                                 Sometimes there can be an impersonal relationship with an online resource and its users.  To help bridge the connection, Feats devised a branded, mobile newsroom in Times Square with WSJ.com editors and writers to greet commuters and pedestrians and promote an interactive “newshound” quiz.  “Newsies” took to the streets, distributing 10,000 print editions of the paper, coupons and touting site features and embodying the juxtaposition of old style news delivery and new technological applications. Live performances, inline skaters and traveling laptops that enabled on street connections rounded out the unforgettable experience in the Big Apple and in San Francisco the next day. As well, Bay Area residents were treated to a free ride “on line” the MUNI metro, as a result of a partnership Feats helped craft between The Wall Street Journal Online and the city, allowing commuters to take advantage of the offer and The Wall Street Journal Online to garner the most press ever.

Impact                                                                                                                                                            Good Morning America and nearly 44 million media impressions drove coveted nationwide buzz, and tens of thousands of commuters engaged in an experience sure to showcase WJS.com as intelligent, savvy — and unexpected.