The Americans NY Times Homepage Overlay – To promote the new FX Original Drama, The Americans, FX chose The homepage as a strategic place to reach the target audience and drive tune in. Playing off of The Cold War between the US and Russia in the 1980s, FX created an overlay that simulated the NY Times Homepage where the articles morphed from English to Russian before the key art splashed across the page. The experience generated an immense amount of buzz as it was a creative way to integrate themes from the show into an online execution. The execution garnered pickup from various news outlets and personalities driving more attention and traffic to the unit and the show’s premiere.