Nat Geo Channel - Genius

Genius, the biographical series about the life of Albert Einstein, marked a new era for National Geographic channel as its first premium scripted program. To garner pre-season buzz and conversation about the show, we introduced viewers to the man behind the genius.

Three days before the premiere, thousands of scientists and supporters marched on Washington, and Genius was there. We brought shelter, electricity and WiFi to help them recharge and amplifi their messages, and over a third of March For Science attendees engaged with the show and 9.5MM impressions were generated from the march alone.

The eve of the premiere, we launched a conversational chatbot on Facebook Messenger so fans could talk to virtual Einstein about his life as a scientist, a lover and a rebel—with plenty of hidden surprises. Every week the bot would re-engage with fans, setting up what was going to happen in the next episode— doubling benchmarks for user engagement.

The campaign generated over 700MM impressions, and over 60% of the show's audience was new to the National Geographic Channel. We helped National Geographic Channel inspire a new interest in science at a time when it mattered most.