Expedition Granted
NATIONAL GEOGRAPHIC CHANNEL
DATE: SUMMER 2014
AGENCY: CAMPFIRE
ON-AIR PROMOS
Our program launched with on-air promos and social videos featuring popular Brain Games host Jason Silva. The promo directed viewers to a website where would-be explorers could submit their exploration concept for a $50,000 grant. Visitors could also discuss the program with fellow explorers, and receive tips and hits from an advisory council.
Behind the scenes: a responsive website design, custom CMS database and a specially-created video player ensured cross-platform compatibility.
ADVISORY COUNCIL
Our advisory council participated from the very beginning, helping craft our entry requirements, judging criteria and promotional activities.
The council was drawn from many different fields and passions, including filmmaker Casey Neistat, chef Wiley Dufresne and musician Thomas Dolby.
CELEBRITY PARTICIPATION
Many council members were also featured individually in spotlight videos for social media, showcasing what exploration meant to them in their chosen field. This allowed Campfire to target niche audiences on specialty blogs and fan communities that may not otherwise have heard about the program.
Here, filmmaker Casey Neistat discusses his exploration of a new form of film storytelling.
CROWDSOURCED VOTING
After a three-month open entry and showcase period — during which we received over 1,000 video entries from prospective explorers — our council reconvened and created a shortlist of ten finalists. We then ran more on air promos to engage the audience to vote for their favorite.
After a tight race, and more than 300,000 votes cast, we crowned the winner, Charlie Engelman and his vision to revolutionize educational media for young people.
MORE VIDEOS
Ainissa Ramirez on Exploration
Wiley Dufresne on Exploration
Kenzo Digital on Exploration