The Canadian Encyclopedia, a free bilingual online resource and the only established national encyclopedia of its kind in the world, offers the largest collection of authored, accurate, and continually updated articles focused on Canada and Canadiana. The Canadian Encyclopedia reaches over 9 million users each year, primarily attracting students and teachers. This campaign was formulated to spread awareness of the Encyclopedia beyond the education sector. By using a pop culture spin — the "Six Degrees" game of connecting celebrities — we intended to pique curiosity among a more general audience (ages 15-40) by exploring what else The Canadian Encyclopedia has to offer. The Encyclopedia can be used as more than just a research tool, and we were keen to let the public know. This creative campaign offered a pull to the website, where users could explore what the Canadian Encyclopedia has to offer beyond its educational use.
http://www.thecanadianencyclopedia.ca/
