The primary objective of National Geographic (NatGeo) was to launch their highly anticipated and much awaited National Geographic Traveler Magazine, in India in the year 2011. This would serve their purpose to establish a launchpad in the country, to boost their upcoming releases on all their social media spaces.
To create solution for the objective, our team at Startup Media developed a couple of applications in form of contests, which would appeal to people associated not only with the NatGeoTraveler magazine, but also with the entire National Geographic and its other sub-branches.
One of the applications was centred on the idea to award one free annual subscription to a lucky winner every day that spanned over the stint of one month. With this simplistic, yet highly efficient contest launch, we gained success in reaching out to a huge audience of NatGeo enthusiasts. This helped in enlightening people about the launch of the magazine and to spread awareness regarding the same.
The other application we developed was more focused towards a targeted segment of people: the photographers in India. This contest aimed not only at professional photographers, but also at all various categories; ranging from beginners to amateurs to intermediates and semi-professional photographers. It was titled The Big Shot photo contest, wherein the participants would attempt to click their best shot, centred around a different theme every week – which we would keep announcing and updating them with. They would subsequently upload their best clicked pictures through the application on Facebook. This contest was extremely well received by the entire range of photographing communities and we received a plethora of great shots and contest entries.
The knowledge and awareness that was spread by these contests helped us generate a tremendous amount of social impressions; because of which we could help place the NatGeoTraveler on all newsstands. We received about 400 entries per month for each contest, approximately 1200-1500 – over a span of 3 months.