Dare 2 Go Deep Campaign Challenges Students and Academics to Learn More and Dig Deeper to Uncover the Details

Apr 30, 2013, 11:11 ET from The Economist

NEW YORK, April 30, 2013 /PRNewswire/ -- As the consumption of news and audience behavior evolves, so does The Economist. In an effort to reach inquisitive minds in the student and academic communities, The Economist has launched the Dare 2 Go Deep campaign, which challenges academia across America to read beyond the headlines and hashtags for an in-depth analysis of the world's news. The Dare 2 Go Deep digital campaign strategy includes celebrity teasers and online videos, a Twitter and Tumblr feed, an online interactive quiz, and a social media rollout centered on the hashtag #IgoDeep. Students are urged to use #IgoDeep to share their intellectual edge and inspire others to go deep. Visit www.Dare2goDeep.com and follow @Dare2GoDeep on Twitter to learn more.  

(Logo: http://photos.prnewswire.com/prnh/20130430/LA04125LOGO)

To kick off the Dare 2 Go Deep campaign, and make its debut to the college marketplace, The Economist filmed a planned college classroom disruption stunt. As seen on www.Dare2GoDeep.com, the video clip depicts a pseudo-intellectual author, played by Gavin McInnes, spreading faux news and media misinformation to the moderator, MTV's Sara Schaefer, and a room full of students. The sham continues until Curb Your Enthusiasm actor and comedian, J.B. Smoove, disrupts the classroom and dares them to go deep to disprove the theories of the so-called news media expert.

After taking over the classroom, the celebrities take on the campus and interview students as they play "Truth or Dare...to go deep," for the chance to win various Economist-branded prizes. Watch class-goers participate as the daring goes down, when they are challenged to determine whether news stories are true or false on www.Dare2GoDeep.com.

"We know that college is a time when students look to define themselves and it's a key time for establishing new habits and building loyalty to new products. Indeed, most Economist readers are introduced to the magazine by a professor, teacher or mentor. Dare 2 Go Deep is designed to open students up to the benefits of curiosity and gaining insights instead of newsflashes and speculation. It does so in an unexpected way that they can relate to and engage with from a 170 year old brand that they may have otherwise ignored," said Paul Rossi, Managing Director and EVP, for The Economist Group, Americas. 

As The Economist dares students to go deep, the brand itself has become a front-runner among news media publications, for pushing the envelope and stepping away from traditional marketing methods to gain a new generation of followers from the digital audience. Embracing the evolution of real-time news, and in attempt to make the publication culturally relevant to a younger audience, efforts are focused on raising awareness of the range of content produced by The Economist.

Dare 2 Go Deep reminds us all that the news is bigger than our newsfeeds, and is more than just what's trending right now. Visit www.Dare2GoDeep.com and dive beneath the surface for an in-depth dose of global reality.   

This press release has been sent by Allison & Partners on behalf of The Economist. For more details or to arrange an interview, please contact Julie Tenney, Julie@allisonpr.com or (623) 201-5574.

About The Economist
With a growing global circulation (now 1.5 million including both print* and digital) and a reputation for insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely recognized and well-read current affairs publications. The paper covers politics, business, science and technology, and books and arts, concluding each week with the obituary. Its website offers articles from the past ten years, in addition to web-only content such as blogs, debates and audio/video programmes. The Economist is now available to download for reading on Android, iPhone, or iPad devices. (*Audit Bureau of Circulations UK/US, July-December 2012)

SOURCE The Economist