University of Queensland: The Ninth Watch

This case study looks at a campaign from Australia's University of Queensland that put the university on the map for international science students by promoting its most boring experiment.

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...

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