local media

community groundswell

inspiring action

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missouri department of conservation – "discover nature" campaign


    THE CHALLENGEDiscover Nature

    The Missouri Department of Conservation needed to expose young families to the great outdoor spaces that St. Louis has to offer and to promote its 75th anniversary. Their goal was to get young families familiar with local parks and the amenities offered at each outdoor space.

    THE SOLUTIONDiscover Nature

    Incite created a two-phased campaign to engage St. Louis residents with the Missouri Department of Conservation’s outdoor spaces. The first phase of the campaign used popular 105.7 The Point DJ Scott Rizzuto (“Rizz”) to encourage listeners to submit a picture of themselves in the outdoors in St. Louis on the Discover Nature feature page on 105.7 The Point’s website. The feature page allowed users to upload a picture of Scott Rizzuto into their own photo as well. Three of the photos were selected to win “Outdoor Prize Packs,” and three of the photos were selected to win a two-night stay for four at the YMCA Trout Lodge. The feature page contained a host of information about what the Missouri Department of Conservation provides to the public, as well as information about local parks. The next phase of the campaign centered around a week-long scavenger hunt to find Rizz’s “Ninja Bunny.” Everyday during Scavenger Hunt Week, listeners were told to visit a different outdoor area in St. Louis and were given clues to where they could find the “Ninja Bunny” via Rizz’s Twitter page. The first person to find the “Ninja Bunny” won $200 at each location.


    Discover Nature The campaign resulted in engaging 17% of the St. Louis market (12 years and older) and 27% of adults ages 25-49 through radio messaging, online advertising and campaign engagement. Forty-five people submitted Discover Nature Photos, Facebook posts received 39 likes and 2 comments, the Discover Nature feature page received 495 page views, and the scavenger hunt feature page received 580 page views. In addition, all five Ninja Bunnies were successfully discovered during the scavenger hunt.