At the Heart of the Story

Goal: To convert New York Times subscribers from experiencing only print news to also experiencing the newspaper’s VR news reports.

Result: 50,000 cardboards produced and distributed.

Strategy: The New York Times was the first publication to recognize the tremendous power of VR in journalism, and thus launched a massive campaign for reporting both hard and soft news through a 360 immersive format.

Before the launch of their New York Times VR application, the newspaper commissioned Knoxlabs to produce and distribute over 50,000 cardboards.