University of Queensland: The Ninth Watch
Summary
Challenge:
Put The University of Queensland on the list for international science students.
Solution:
Promote UQ's most boring experiment: a blob of tar that's dropped 8 times in 86 years. It holds a Guinness record for the longest-running experiment, but nobody has ever seen it drop.
We created the Ninth Watch website where people could log-in for their chance to see history.
Results:
The site attracted 400,000 people using owned and earned channels.
Watchers logged 10 hours (clicking every 5 minutes to stay logged in).
From the log-ins, we sent packs to prospective...