If you logged onto Twitter on December 31, 2013 and January 1, 2014 and wondered why #dnaof2013 was trending, then let us tell you, it was because of us. Yes, an online contest organised for our new year edition, created enough buzz on the Internet to have us trending for hours in several cities in the country.
How did it work? We carried an interactive masthead in print. Say what? When users scanned our masthead (print jargon for the title of a newspaper) using the augmented reality application ‘dna it’ on their smartphones, they were taken to a best-of compilation of news stories from various sections: Business, world, politics, science and sports. As always, we interacted with our readers to seek what according to them made the dna of 2013 across 8 different sections. We asked eight questions and ran the contest for eight-long hours, selecting winners every hour. And boy, was it awesome. If you missed out on this time’s contest, follow us on Twitter (@dna) for news and more contests.