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NPR's Latino USA: 1 Hour Expansion

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NPR's Latino USA: 1 Hour Expansion

Kaitlin Archambault

DESIGN CHALLENGE: Work with a 20 year old national brand, Latino USA on NPR, to advertise their expansion from a half hour to an hour. 

SOLUTION: Create a virtual "listening party," inviting listeners and press across platforms to attend. The "listening party pack" included a link to a printable paperdoll in the likeness of the show's host, so listeners could listen to the premiere alongside her and tweet photos for a chance to win prizes like a custom temporary tattoo from the show. The pack also included food and drink recipes (chosen by staff contests,) and a link to a SoundCloud "moving sound" that documented the "guac-off."  

SCALE & IMPACT: Web, social media, PR and eblast elements for a national brand with a monthly combined broadcast and digital imprint of over a million. After the campaign, there was an increase in station carriage and over 108 press pickups of the program's expansion.