Weber Shandwick’s Baltimore team played an integral role in supporting Honeywell International’s Honeywell Nobel Laureate Lecture Series, which was named PRWeek’s 2009 Global Campaign of the Year. The program introduces some of the brightest young minds in the world to some of the world’s most accomplished scientists and mathematicians. The lecture series brings Nobel Laureates to top global universities for three-day visits.
Weber Shandwick’s Digital Communications team recognized the potential to promote the the program using social media such as Facebook, MySpace and Orkut, taking advantage of students’ intense use of social networking sites and the thousands of physics, chemistry, biology, economics, mathematics and quantum mechanics groups on these networks. To drive traffic to the sites, the Baltimore team developed social networking and sharing tools to encourage college students to promote the lecture series across various networks. Among the many ideas implemented, the team:
• Set up campaign channels on 14 video sharing sites.
• Used the TubeMogul online syndication tool to instantly share video content across all platforms.
• Set up Flickr and Photobucket accounts to house photos and images.
• Designed a Spongecell Social Calendar to keep students around the world posted on upcoming events in the lecture series.
The team set up email captures on all platforms and began a sustained email marketing campaign to students who had signed up online or directly at events.
The Honeywell Nobel Laureate Lecture Series demonstrates the power of uniting public relations and technological innovation. With Weber Shandwick’s help in coordinating field teams at lecture events across the globe and digital outreach teams in the United States, the Honeywell Nobel Lecture Series was an extraordinary success, garnering more than seven million online media impressions, increasing webcast views by 1,900 percent and increasing traffic to the campaign web site by 250 percent.