We created an exact replica of the paper from the movie, as a coverwrap, punctuated with futuristic advertisements on the remaining 3 pages and relevant content woven into articles, online content and 360-degree video.

The Back to the Future coverwrap ran nationally on October 22, 2015 with the Marty McFly article on the front. In the movie, the cover changes to read “GANG JAILED,” so we ran a limited edition of that cover as well, and gave it away for free to fans attending promotional events at Universal Studios and in NYC. A 360-degree video experience putting you in the driver’s seat of the actual DeLorean from the film, with writer and creator Bob Gale, allowed you to take a town-tour of Hill Valley, while hearing about the making of the movie directly from the man who made it. Additional implementations included futuristic logo swaps on all digital and mobile assets, a custom built USA TODAY drone, and partnerships with the Michael J. Fox foundation for Parkinson’s, as well as movie screenings across the country.

The paper sold out on newsstands nationally by 10AM the day of, with 20,000 additional papers ordered from our online store. Not only did the delight of fans keep USA TODAY a trending topic on social media, we garnered:

Online and Print Coverage:

• 65 original stories

• 374 MM media impressions

• $37MM estimated online ad value

Broadcast Coverage:

• 854 original stories

• 13MM national viewership

• 19MM local viewership

• $1.3MM national ad value

• $1.9MM local ad value

Social:

• 25.4K social mentions

• 62.1MM audience reach

• 16K re-shares from unique profiles

• 7MM re-share views from unique profiles

Total:

• $39.8MM total ad value

• 405.4MM total impressions

Single copy sales increased 26% (Thur. 10.22.15 compared to Thur. 10.15.15)