For The Win: How USA Today Mastered Viral Sports Content

By: Clair Lorell | Digiday

Who said old dogs can’t learn new tricks — and get them shared on Facebook millions of times.

USA Today has looked for inspiration in the current crop of viral media darlings, BuzzFeed and Upworthy, for a sports section that mixes original and aggregated content with you-gotta-click-to-see-what-happens headlines. In just nine months, USA Today’s For The Win has shown “legacy” publishers can win in the social-sharing game. According to comScore, FTW’s unique visitors, on mobile and desktop, more than doubled from May to December, when it drew 7 million uniques.


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