National Geographic has joined hands with actor John Abraham for the channel’s latest marketing campaign called ‘Unlock’. The essence of the campaign is that it is time to open the doors of the mind, to unlock our assumptions and routines and make way for a bigger, more beautiful world, ultimately boiling down to the channel’s core philosophy of “This is who we are!”
As the face of the brand, John, an adventurous personality himself, will be seen promoting the channel’s new venture on television and other mediums including social media, AFAQS reported.
The National Geographic Facebook page has begun promotions for ‘Unlock’ with a series of visual updates featuring John Abraham and the ]Unlock[ campaign video. The more than 2.8 million fans have been treated with John’s pictures other than the usual images of animals and amazing stories. Besides, there is a Facebook app that houses the ]Unlock[ campaign video along with promotional images at the bottom.
The channel’s Twitter page has also been sharing similar updates as its Facebook page, while tagging the actor’s Twitter handle. Apparently, there are no Twitter contests around – What do you want to ]Unlock[ today? Both the Facebook and Twitter pages of NatGeo have only broadcasted the news as yet. Fans and followers are not being involved, only informed about ]Unlock[.
As part of the ]Unlock[ campaign, NatGeo’s new show called [email protected] is being widely promoted through a YouTube video featuring John. Uploaded 10 days back, the video has been viewed more than 400 times.
As reported, the campaign has more events in the pipeline – Unlock Fear, a summer camp for kids; Unlock Innovations, an innovations conclave and Unlock Exploration, that will be all about expedition and wildlife. Going further, it would be interesting to watch the use of social media by the channel that made for an interesting campaign during the NatGeo Moment Awards, by roping in photo-sharing network Instagram too.