Being the most important financial newspaper in Argentina, the paper version of El Cronista Comercial targets an audience that’s familiar with figures, data, economic variables, and complex charts. However, the content on its social media is much less technical including news updates, aiming at an audience far less specialized in financial matters.

Social media enables El Cronista Comercial to diversify its content expanding the scope of its target.

The goal was to attract new followers bringing the publication closer to people less involved in finances, setting a different tone on its social media from the one on the paper version.

New fans on El Cronista’s fanpage invited to take part in the experience were taken to the Aerodrome located on the city’s outskirts. During an entire day there were a series of flights representing economic crises. While participants were flying through the crises’ charts on an acrobatic airplane 5,000 meters (nearly 16,500 feet) in the air, a voice was narrating the corresponding historical events on their headphones. This way, participants were able to experience Greece’s crisis, Argentina’s crisis, and the “dot com” crisis, among others.

Flights were documented and later on used as content on social media, and digital and traditional channels.