In spring 2024, Colorado State University (CSU) embarked on a once-in-a-decade storytelling opportunity when its rare corpse flower, "Cosmo," bloomed for the first time in eight years, emitting a foul odor. This extraordinary (and intensely smelly) botanical event became the centerpiece of a multi-platform narrative. We engaged audiences through immersive storytelling that blended science, spectacle, and community participation. Our Social and Digital Media and Communications teams collaborated with the College of Agricultural Sciences to craft a compelling story using social media, video, and digital news. Using a combination of live updates, educational explainers, and visual storytelling, including a viral Instagram timelapse with 3.8 million views, the campaign captivated viewers. Cosmo’s bloom drew nearly 10,000 visitors to campus and sparked international media interest. The success of the campaign extended beyond engagement metrics: It inspired donations for CSU’s plant growth facilities, strengthened CSU’s reputation in botanical research, and fostered a shared sense of wonder. By weaving real-time updates, expert commentary, and audience interaction into a cohesive narrative, our team transformed a fleeting biological event into a lasting digital legacy.
From the Judges
The team's creative storytelling and cross-departmental collaboration transformed a botanical oddity into a viral, multi-platform narrative with global reach. With strong real-time engagement, compelling visuals (especially the time-lapse), and clear impact, this is a standout model for turning the unexpected into an unforgettable digital moment--all executed impressively within a tight two-week timeline.
