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Social media campaign / American Society of Human Genetics / May 2020

#ChromosomeClash

Social copy that turned a science topic into a participatory bracket challenge. These posts encouraged voting, built anticipation, and carried a consistent campaign hashtag through the final announcement.

Campaign highlights

ASHG posts from May 6, May 13, and May 9, 2020, encouraging voting with #ChromosomeClash, #chromosome, #Chromosome, and #elite8 hashtags.
Building momentum: close contests, upcoming matches, and calls to vote.
ASHG posts from May 11 and May 17, 2020, showing the bracket and inviting votes in the #ChromosomeClash finals.
Keeping audiences involved: an updated bracket and a final voting reminder.
May 18, 2020 ASHG post announcing #Chromosome 18 as the #ChromosomeClash winner and reporting over 1600 votes.
Closing the loop: the winning chromosome and campaign participation.

Post transcripts

May 6, 2020 · ASHG @GeneticsSociety

We're almost halfway through #ChromosomeClash! Yesterday's match was a nail-biter, with #chromosome 11 coming out ahead by only 1 vote. Even 1 vote can make a difference - so vote in today's match up below.

May 9, 2020 · ASHG @GeneticsSociety

#Chromosome 18 advocates guided their favorite chromosome to victory over #Chromosome 21 yesterday. Today, vote in our match between two more contenders for 2020's #ChromosomeClash champion.

May 11, 2020 · ASHG @GeneticsSociety

Vote for your favorite #chromosome in our #ChromosomeClash! We'll post a new poll every day through May 17. Only a few more days until we crown the 2020 Champion. Use this to make your own bracket, updated for the #elite8.

May 13, 2020 · ASHG @GeneticsSociety

We are only days away from crowning the 2020 #ChromosomeClash champion! Today's #elite8 match pits #Chromosome 10 against Chromosome 18. Vote now, and be sure to tune in May 18 for our winner's announcement!

May 17, 2020 · ASHG @GeneticsSociety

Have you been following along in our #chromosome bracket challenge? Vote today in the 2020 #ChromosomeClash finals! Tomorrow we will crown the winner. Will it be Chromosome 1 or Chromosome 18?

May 18, 2020 · ASHG @GeneticsSociety

Were you following our #ChromosomeClash? Check out the final bracket below with our winner, #Chromosome 18. Over 1600 votes were cast during the challenge! How well did your bracket match up?