To us, the school’s famous Geisel Library looks suspiciously like a UFO. So, we turned it into one to create our campaign poster.
A week before Comic-Con, we used the university’s Instagram grid to tease our campaign.
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We also sent out media kits with some swag and a partially redacted letter from the Chancellor.
We did some ‘tagging’ around the event. But being a responsible university, it was all our own stuff.
Our street team of proselytizers were out spreading the word about Science Nonfiction.
Sharing a photo with our campaign hashtags landed you one of these hot commodities.
We placed custom coasters and posters at popular restaurants and watering holes in the area.
The end game for convention-goers was discovering the stories behind each cryptic headline. So we hijacked the school home page and directed viewers to our social channels where they could learn more about each ‘out there’ breakthrough.
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