By Meghan Peters, Strategic Partnerships, News
When The New York Times prepared to launch The United States of Thanksgiving, a collection of 52 recipes each evoking an individual state (including Washington, D.C. and Puerto Rico), they knew the interactive feature would ignite conversation and hit its readers close to home.
“Our hope was that people would have conversations about what foods they most enjoy on Thanksgiving in different parts of the country and why,” said Sam Sifton, food editor of The Times. “We got 52 of them, each as distinct and fascinating as the states themselves.”
The Times tapped into this state-by-state engagement opportunity on Facebook and created a series of 52 Page posts. Each post led with a different state’s recipe and was geo-targeted using Page post targeting to residents of that state. Opinions on how well each recipe defined Thanksgiving tables around each state – or didn’t, in Minnesota’s case – and anecdotes about other homestyle favorites filled the comments.