OBJECTIVE:
Increase NYT game premium subscribers
PROBLEM:
Americans are in the middle of a loneliness epidemic. 24% of people aged 18-29 reported feeling lonely.
TARGET:
Younger adults (18-24), people looking for a better way to build trust and connection with someone else.
INSIGHT:
NYT games are oddly intimate, people primarily do them with their closest friends, loved ones, and trusted family.
STRATEGY:
NYT games gives you a thoughtful third space to build meaningful connections necessary for healthy relationships.