"Michigan State University is known for having one of the biggest, most beautiful campuses in the nation, filled with iconic landmarks and natural beauty. MSU’s University Communications team created a "Sights & Sounds" series as an ongoing YouTube-first campaign to share affinity-based content with connected audiences, primarily alumni as well as staff, faculty, and students. The videos highlight nostalgic visuals or themes that are uniquely MSU, providing an inside look at the campus as well as distinctly Spartan experiences.
This campaign deepened our connection with our core audiences and, in turn, their engagement with the university—one of our strategic goals in University Communications. We know there are certain elements of MSU that Spartans always appreciate, and "Sights & Sounds" allows viewers to experience campus as they’ve never seen (or heard) quite like this before. We took our audiences inside the iconic Beaumont Tower for an inside look at the carillon bells playing. We let them soar through the sky for a bird’s-eye-view of campus. And we let them get up close to see what it’s like to perform with the Spartan Marching Band on game day. This unique perspective resulted in content that resonated with our audience and will continue to resonate for years to come."
From the Judges
The judges appreciated the metrics and hailed this as a great example of an internal team pushing themselves creatively/technically to do the best and most resonant work for their audiences.
