Success Stories

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National Geographic Channel

Driving tune-in with brain games

Objective
Generate awareness and drive tune-in for the new season of Brain Games, a TV show that explores the inner workings of your mind with fun and interactive experiments, amongst Adults 25-54.

Strategy
National Geographic Channel partnered with StumbleUpon to distribute the Brain Games microsite to Gamers and TV buffs A25-54 a week before each episode aired.

Results.
The Brain Games microsite received a user approval score 20% greater than average, which indicated the content resonated highly with users. Average time spent on site exceeded benchmarks by over 2x.

Objective

Generate awareness and drive tune-in for the new season of Brain Games, a TV show that explores the inner workings of your mind with fun and interactive experiments, amongst Adults 25-54.

Solution

National Geographic Channel created a robust Brain Games microsite that featured a teaser for each upcoming Brain Games episode accompanied by a challenging quiz.  Consumers were encouraged to test their brain by answering a series of questions that focused on a facet of the human brain.

“We knew our Brain Games landing page had compelling content and we wanted to find efficient ways to drive people there. We wanted to find the right audience that would appreciate this content and would want to share it and would engage with it.” – Sarah Stroller, Associate Digital Media Director, Mullen

National Geographic Channel partnered with StumbleUpon to distribute the Brain Games microsite to Gamers and TV buffs A25-54 a week before each episode aired, building interest and curiosity for each upcoming episode.  Stumbleupon targeted the content to relevant categories such as: Board Games, Card Games, Online Games, Quizzes, Television, and Movies.

Results

The Brain Games microsite received a user approval score 20% greater than average, which indicated the content resonated highly with users.  Average time spent on site exceeded benchmarks by over 2x.The campaign earned thousands and thousands of free visits, generating 5% in free traffic.

“StumbleUpon was one of the greatest sources of paid landing page visits on the Brain Games site with the lowest cost per visit across all partners.”

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