The primary objective was to build on the excitement generated by the election, and facilitate a deeper engagement between CNN.com users and CNN’s election content on digital platforms.
Campaign A
When America elected a new president CNN delivered the news on air, online and on mobile devices. This creative reinforced the brand and drove home the message that CNN would be available wherever the choice for news consumption was made.
Campaign B
The CNN.com yourRaces tool allowed users to follow state level races down to individual zip codes. CNN.com users created a profile and were able to check the status of their selected races wherever and whenever they wanted on Election Day.
The target audience was all CNN.com users.
