You Can Live in South Dakota
South Dakota needed to attract more workers to fill jobs in the state. But L&S Consumer Insight research showed people weren’t thinking about South Dakota jobs possibilities because no one ever talked about the state. L&S and the Governor’s Office of Economic Development (GOED) developed the You Can Live in South Dakota campaign. To get attention, we looked to trending conversations. Just so happens at the time of the campaign people were volunteering for a one-way to ticket to Mars. We simply asked, “Why die on Mars when you can LIVE in South Dakota.
The buzz around Mars blasted the campaign off the expectation charts—garnering more than $4 million dollars in earned media exposure. We kept the Martian buzz going throughout the year with social media, banners and native content articles that used topics, like the discovery of water on Mars and the release of the Matt Damon movie “The Martian” to showcase how living in South Dakota is way better than certain death on Mars.