3P Learning is the creator of Mathletics, the world’s leading website platform for teaching mathematics to youngsters.  Used by more than two million elementary school students in over 150 countries, 3P Learning hosts The American Math Challenge and World Math Day, annual free web events in which students, first in the U.S. and, several months later, worldwide, compete in real time against each other in a series of educational 60-second mental math games.

Challenges

• Increase online registration for both The American Math Challenge and World Math Day
• Drive traffic to The American Math Challenge and World Math Day websites
• Help kids overcome their fear of math while having fun learning through online competition
• Garner national media using Guinness World Record HolderScott Flansburg, The Human Calculator ™, as spokesman

Strategies

• Leverage The Human Calculator™ and previous winners of The American Math Challenge and World Math Day to obtain media interview opportunities
• Appoint select student winners “World Math Day Brand Ambassadors” and encourage them to challenge other kids to enter The American Math Challenge and World Math Day
• Give print and online journalists a number of free Mathletics subscriptions to use as reader giveaways to encourage registration in The American Math Challenge and World Math Day

Execution

• Pitched The American Math Challenge to the top 50 daily newspapers, weekly newsmagazines, wire services and feature syndicates, parenting magazines and their online editions, blogs and social media websites
• Arranged for select Challenge participants in top U.S. media markets to discuss their excitement about The American Math Challenge and World Math Day with local reporters
• Arranged for local television news crews to interview Scott Flansburg at special school appearances
• Announced the results of The American Math Challenge, noting that World Math Day would be coming up next

Results

• Generated over 50 stories and more than 57 million media impressions for The American Math Challenge and World Math Day
• Secured four national television segments for the online events: two segments on Today (NBC-TV) and two on FOX and Friends (FOX), featuring spokesman Scott Flansburg, The Human Calculator ™
• Arranged regionally syndicated television interviews for Flansburg in top media markets, including Washington, DC. New York City, Los Angeles and San Diego as well as placements in The Chicago Tribune, The Dallas Morning News and The Washington Post, among other major daily newspapers