To make science cool enough for kids to care, we created an alternate sci-fi world where an imaginary craft muenster brand creates a super-real mutant cheese problem in San Francisco, and it's up to you to game the sewer system back to normal and save the city.
 

First we created a craft brand, Ralph's Killer Muenster ("The Only Cheese Worth Eating"), which went to select cheese shops around SF.

Then we made a trailer to tell the story of the very unfortunate night that started this whole mess. And seeded it.

Ralph had a craft cheese website, which he devoted, post-debacle, entirely to helping you help him help the city, and save his good name. His social media presence, as well as his blog, all funneled, along with the site, to the iPad app store, where you could download a game to help the cause.

The site had some pics of the farm and the facility, like this.

It used to sell  The Only Cheese Worth Eating™ until, well, only tees and the app are available for now.

Ralph also had a grilled cheese truck, which he deployed to give people a taste of the cure.
 

We packaged the last of Ralph's safe stash of Killer Muenster, along with an imploring personal note, to reporters and Bay Area influencers to help spread the word of both the epidemic and the possible cure.
 

The game, which was an apple featured app at launch, and has received over 90% 5* reviews, was your way to save the city. Solve phylogenetic puzzles neighborhood by neighborhood to decode the DNA and give the scientists at Genentech enough data to "cure" the mutant cheese at its source.