Case Studies

SETI Institute VNR

Business Objective: Publicize SETI Institute.

Situation: SETI Institute received $13.5 million from Microsoft co-founder Paul Allen to build one of the world’s largest telescope arrays.  Since the funding from Paul Allen was set up as a challenge grant, SETI needed to match his donation to construct the next phase.  SETI chose a VNR in order to create publicity about the scientific magnitude of the project and the need for donations.

The Mercury Solution: Mercury planned, scripted, shot, edited, distributed via satellite and conducted media outreach for a VNR package about the SETI Institute.

Timeline: 4 weeks.

Results: Over 60 broadcast stations, including CNN Headline News, ABC News and dozens of local news stations around the country aired the VNR and news of Paul Allen’s donation to SETI.