Edelman

Challenge

• To create greater visibility and talkability around Science Week among opinion formers
• To use the Science Week website as a means of connecting with target audiences and advising them of Science Week events taking place nationwide
• To demonstrate the day-to-day relevance of science in a fun and interesting way

Key Insight
Bloggers would be predisposed to writing about technology and science as a high percentage of Irish bloggers are tech savy and early adopters. We gave bloggers an incentive to write about related topics during Science Week by running a competition each day for the best blog post.

Strategic Approach
Our approach was to reach out and engage a number of bloggers before launching the competition. After positive feedback, we progressed and this model of engagement paid off as each day it was posted about by the blogging community as a gesture of goodwill.

All of the blog posts were judged and a daily prize of a video games console was awarded to the best contribution from the Irish blogging community.

Results

• Internet traffic to the Science Week Ireland 2007 website doubled compared to the 2006 figures
• Page views increased by almost 50%
• Key features introduced by Edelman to the Science Week website proved to be some of the most popular content online. For example, the lecture series videos were viewed approximately 4,000 times.