ASU Foundation for A New American University
Hager Sharp and Palladian Partners for the U.S. Department of Health and Human Services' Office on Women's Health
See all the winners of PR Daily's 2013 Digital PR Awards. Click here!
Best Digital PR Campaign – Nonprofit Sector
Phillips & Company blends fake rocks and electrons in “tradigital” PR campaign for Mars exploration
This agency’s imaginative mix of traditional and digital PR hits the exact right note to spur widespread new interest in a human mission to Mars within the next 20 years.
Phillips & Company
of Austin, TX, is the winner in the Best Digital Campaign for the Nonprofit Sector in the 2013 Digital PR Awards for its heady mix of old-style PR stunts and conventional tactics backed up by a digital blitz that leveraged the dramatic landing of the Curiosity rover on the surface of Mars.
The nonprofit Explore Mars
hired Phillips to get the world talking again about putting men on Mars. The launch of GetCurious.com
on July 23, 2012—two weeks before the real landing on Mars—coincided with the start of Phillips’ “Get Curious” publicity drive.
GetCurious.com featured a “countdown to landing” clock, daily briefs on NASA MSL (Mars Science Lab) mission updates, videos provided by NASA, and a poll that asked visitors for their opinion on human missions to Mars.
In the week before Curiosity touched down, Phillips placed huge artificial “Mars rocks” in eight U.S. cities to give the impression that boulders from the Red Planet had landed.
Phillips also recruited hosts across the U.S. to hold Mars landing parties at astronomy clubs, planetariums, and universities. An interactive party finder map on GetCurious.com let visitors search for landing-day festivities in their area. In total, 56 groups of Mars exploration enthusiasts in 18 countries worldwide registered their rover landing parties.
Phillips’ analytics for the July 23-August 8, 2012 period showed:
- More than 182, 600 site views for GetCurious.com
- 4,300 Facebook “likes” for GetCurious.com
- 725 direct tweets from GetCurious.com
- “Explore Mars” circulation & potential viewers of print, online coverage: 146,000,000
- Circulation of 7 “ExploreMars” GetCurious op-eds: 35,350,000
- GetCurious.com raised “Explore Mars” followers by 52%
- GetCurious.com boosted “Explore Mars” Facebook “Likes” by 18%
The Phillips & Company team that produced these startling results and re-ignited the national debate about how to get humans to Mars included: Richard Phillips, Sarah Marshall, Scott Campbell, Megan Friedman, Stephen Rodriguez, Anath Hartmann, Avery Butner, and Jennifer Pett. Congratulations to them on their triumph in the 2013 Digital PR Awards!
Explore the Get Curious website here.
Find out about Ragan and PR Daily’s award programs here.