Unique Media Placement

I do the Wall Street Journal crossword every weekend and was surprised this week to see the puzzle embedded in an ad.

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It’s an ad for Lincoln Financial Group and the headline, in a handwriting font, reads "The third letter for 77 across is a t. Your futureself." The body copy starts "When it comes to the right financial plan, who knows what you need better than yourself."

I thought this was great media placement and concept. It made me stop and read the ad, the copy paid off the puzzle tie-in nicely with the futureself reference, it had a call to action, and the company name will be right in front of me the entire time I spend on the puzzle. I’d say those were creative and media dollars well spent.

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