March Madness social promotion

When Purdue University’s annual Life Sciences Week coincided with the NCAA basketball championships, it was an ideal opportunity to leverage the #MarchMadness hashtag on social media. First, we arranged a photo shoot on the floor of Mackey Arena with life sciences faculty, staff and students sporting lab coats and striking poses similar to those of athletes in promotional posters. Then, we spotlighted various researchers and their projects. Fortuitously, the Purdue men’s basketball team was still in the playoffs during that week, which helped to increase our enagements and impressions.