The New York Times did something extraordinary. The legacy publisher pivoted from a legacy publisher to the media playbook suited for this era of technology and hyperconnectivity. The New York Times (NYT) traded the past for the future by leveraging the present. In 2015, the United States of America was in the midst of one of the most divisive political campaigns in recent memory. The New York Times used this moment like a brand marketer uses a major sporting event or a Hollywood awards show. It became a part of the story and redefined legacy media in the process.