Arizona Science Center launches 'Never Stop Wondering' campaign

PHOENIX - The Arizona Science Center launched a new branding campaign that mixes creativity, smartphone technology, and guerilla marketing.

You may have noticed that some uncanny questions are posted all over the Valley.

It's part of a new campaign called "Never Stop Wondering," and the goal is to tap into your curiosity.

ASC has partnered with Cramer-Krasselt, an advertising company, to post unusual questions on billboards, posters, sidewalks, bus stops, and in movie theaters.

"We wanted to make it approachable," said Ian Barry, with Cramer-Krasselt. "Science is all around us."

The goal is to get people curious about science and encourage them to seek answers via online tools. 

Here's an example of one of the ads. There's a sign on a bus stop at 7th Street and McDowell Road in Phoenix that reads: "Do you burn calories waiting for the bus?" Beside the ad is a QR code, a two-dimensional barcode.  With an app on a smartphone, users can scan the QR code and get an answer via YouTube.

Posters may be in places you wouldn't expect, like the ladies room at the Arizona Science Center.  "Why does asparagus make your pee smell?" posters are placed in each stall.

More than 20 questions are part of the campaign.  While all the answers live online, those with insatiable curiosity are encouraged to drop by the Arizona Science Center to visit the interactive exhibits.  There's a skin wall that delves deeper into questions like "Why do we get goosebumps when we see a scary movie?"

Craig Gallagher, a guest services representative with the ASC, said visitors do ask these questions.  "Usually adults," he said.