When the Space Consortium at Harvard Medical School announced the of the existence of ‘”space genes”, we saw it as a unique opportunity to raise awareness about our client Veritas Genetic’s innovative whole genome sequencing. After all, knowing if you had space genes is just the tip of the iceberg of what you could learn about your health with Veritas’ help. We used the url spacegenes.com and our Boston advertising, PR and social media teams worked together to create a humorous, integrated marketing campaign.
Our entertaining microsite explained the space genes concept and how knowing if you have them was just a tiny sample of what Veritas Genetics could tell you about your own health.
Our integrated space genes campaign included print ads, posters, flyers and digital postings in Veritas’ owned channels.
We launched our integrated campaign as the National Genomics Conference came to Boston and our astronaut stole the show. Hundreds flocked to get their picture taken with him and register for a chance to win a Veritas whole genome sequencing. In just one day, our campaign increased Veritas’ social engagement by 12 times and garnered over 500K impressions for #SpaceGenes hashtag.