From the Nominator

"Do you love a good mystery? How about one involving a 142-year-old experiment that required researchers to sneak out under the cover of night with a map to find a secret location on campus? It’s a fascinating project, and a team of Michigan State University storytellers captured the intrigue and excitement in one of the coolest stories about plant science research.   

MSU is home to the world’s oldest continuing plant biology experiment, the Beal Seed Experiment, which was started in 1879 by one of the most influential botanists of his time, William J. Beal. Under great secrecy, he buried 20 glass bottles filled with seeds on campus to be dug up every 20 years and tested for viability. After a postponement in 2020 due to COVID, the small group of trusted scientists who had inherited the map and information scheduled an excavation for April 2021.   

MSU’s University Communications knew this was a story too good to pass up. They got in on the ground level to gain the trust of the scientists so they could share the story and showcase MSU’s continuing legacy of research innovation through written word, photography, and video.   

The story was featured on MSU’s properties, including the MSUToday news hub, social media platforms, email campaigns, and paid advertising. This engaging story, bolstered by stunning video and photography, was also picked up by numerous national media outlets, including two features in the New York Times, CBC, NPR, Popular Science, IFL Science, Chicago Tribune, and more."

From the Judges

This logistically daunting story was a brave bet on the part of MSU's team. With elements of mystery, documentary, and plenty of drama, the story drew the reader in. Breaking up the story with multimedia elements kept people engaged for an impressive time-on-page of 12+ minutes.