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 National Geographic

Case Study

national geographic station domination in grand central station
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National Geographic's creative features the hashtag #Genius to promote social engagement with fans leading up to the premiere. The campaign saw over 3,800 mentions of #Genius on Twitter, Facebook, and Instagram.
Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

The creative features the hashtag #Genius to promote social engagement with fans leading up to the premiere. The campaign saw over 3,800 mentions of #Genius on Twitter, Facebook, and Instagram.

Details

Inventory: Subway Station Domination

Flight: April 17, 2017 - May 5, 2017

Market: Grand Central Station, NYC

Rational

National Geographic wanted to promote their new show spotlighting Albert Einstein by taking over Grand Central Station in Midtown Manhattan. The campaign showcases Einstein himself with the single words that describe who he is. The creative also features the hashtag #Genius to promote social engagement with fans leading up to the premiere.

Results

Earned Social Media:

The campaign saw over 3,800 mentions of #Genius on Twitter, Facebook, and Instagram.

Over 1,900 of these were unique mentions with over 1,000 shared mentions in the surrounding New York City area.

The campaign reached over 10.1 million consumers across the U.S.

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