TIME Magazine is one of the most well-known publications in history. An American icon, the variety and depth of TIME is unprecedented. The readership of TIME has always been an older generation, but for this campaign, bringing TIME into the 21st century was the goal. By building a highly interactive, fluid campaign around the simple hashtag and concept, #MyTime, and by incorporating a variety of social media, we attempted to bring the mellinnial generation into the news again. Collaboration with Mason Kazel.
Incorporated into the existing TIME.com site, the MyTime section provides a dynamic, constantly-updated view of what's happening on the web right in the moment. The journalist-curated quickfire articles feature the quirky, emotional, funny, unique, strange, and enlightening moments that break the web on a minute-by-minute basis. With short articles for all, and longer articles for TIME.com subscribers, any viewer can get the information they desire. The site also incorporates the social components, inviting the reader to become a contributor through Vine, Twitter, Instagram, and Facebook.
A vital part of the campaign is the unique integration with the social photo app, Snapchat. By taking over the traditional "Our Story" feature already existing in the app, and incorporating the TIME logo and a special TIME filter that users can apply to their own photos, which they can also submit to the "Our Story" for specific events, the integrated brand elements feel fun and give users a unique achievement by having their images viewed worldwide for 24 hours.
Vine & Instagram
In addition to the one-way integration with the Snpachat story, the campaign integrates both Instagram and Vine. By re-vining videos from users on Vine who use the hashtag #MyTime to post their own unique moments, the TIME profile captures what is happening in the world in that moment. On Instagram, the MyTime profile posts a mix of both user-submitted images and pop-culture images that link back to the articles on the MyTime microsite.