Institut Rosell hired espresso to work out a strategy for promoting its Probiotic Challenge Contest to students from recognized North American colleges and universities.

espresso designed a leave-behind that was handed out at the Institut Rosell kiosk during various events. The post-card-shaped leave-behind encouraged students to register on the Web site officially developed for the contest. www.probioticschallenge.com

Also created for the challenge, a Facebook page targeting potential participants on their home turf, and a YouTube video as a wink to researchers.