National Geographic

"National Geographic Channel has secured more than 2,000 active subscribers to this mobile tips program"

 

The Challenge

In honor of National Geographic Channel's 100th episode of its highly acclaimed 'Dog Whisperer' television program, the interactive marketing team from NGC was looking for a unique way to keep viewers involved with the show. NGC wanted to extend both the viewing experience and advertising opportunities beyond the television medium.

The Solution

To accomplish this, NGC turned to 2ergo to develop a creative SMS marketing program that would engage its viewers. With NGC's show content and 2ergo's mobile technology in place, the program was put into action. Through on-air callouts and a promotional page on the NGC website, fans of the show are prompted to text the keyword "DOG" to 64288, a vanity short code that spells NGCTV, to sign up for weekly SMS alerts featuring dog training tips from the star of the show, Cesar Milan. Text messages are then sent out every Friday four hours before the show airs with the expert advice and a reminder to watch the show that evening.

2ergo assisted with the general concept of the SMS alerts program, then developed and implemented the technology behind it. The content of the text messages is provided by NGC and transmitted to 2ergo to be uploaded into the SMS system each week.

The Results

National Geographic Channel has secured more than 2,000 active subscribers to this mobile tips program. Popular retail pet store, PETCO, recognized the value of being associated with this program and joined as a sponsor of the campaign. Each weekly text message says 'Sponsored by PETCO' and subscribers receive a monthly text message with a coupon code for 10 percent off at PETCO.com.

In addition to the SMS alerts program, 2ergo recently deployed a promotional ringtone tie-in for the Dog Whisperer campaign. Viewers were prompted to text the host's name, CESAR, to the 64288 short code to receive a free ringtone of the show's theme song. The promotion, which was advertised on air by NGC, resulted in more than 2,000 downloads of the ringtone.

Through this campaign, NGC has been able to solve multiple objectives:

• Viewers are more engaged with the show and are more likely to sign up for the SMS alerts thanks to the real value provided by the dog training tips. In fact, numerous viewers have responded to the text messages thanking NGC for the tips!
• Consumers are more likely to tune into the show given the timely reminder via text message
• NGC is able to cover the costs of the program by integrating relevant sponsors such at PETCO

By pairing timely show time reminders with valuable dog training tips and relevant sponsors, National Geographic Channel deserves 'Best in Show' for this mobile campaign.