Genius, the biographical series about the life of Albert Einstein, marked a new era for National Geographic channel. We know about Einstein the scientist, but the show introduced us to Albert the man.
We launched a conversational chatbot on Facebook Messenger so fans could talk to Albert the scientist, the lover and the rebel. We used machine learning technology to infer a users intention and respond with a series of scripted responses with plenty of hidden surprises--often in GIF form. Every week the bot would re-engage with fans, setting up what was going to happen in the next episode—doubling Facebook's benchmarks for chatbot user engagement.
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 amplify their own rebellious messages. Over a third of March For Science attendees engaged with the show.
Three days before the premiere, thousands of scientists and supporters marched on Washington to protest the Trump administrations attack on science, and Genius was there. We brought shelter from the rain, electricity and WiFi to help them recharge and amplify their own rebellious messages. Over a third of March For Science attendees engaged with the show, and over 9.5MM impressions were generated from the march alone.
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 matters most.
Group Creative Directors: Alex Shulhafer, Daniel Bremmer. CCO: Pierre Lipton. Creatives: Casey Espinoza, Eleni Georgeou, Caitlin Harsch, Erika Yost. VP Innovation/Creative Technologist: Layne Harris. Genius Bot developed by imperson. March For Genius activation produced by The Dufour Collaborative.