Gamifying Instagram Stories delivers high engagement and efficient CPM for two entertainment powerhouses
During the heart of the pandemic, NatGeo sought to engage DIRECTV subscribers with a social activation promoting season two of Gordon Ramsay: Uncharted. While some might’ve played off COVID current events, offering viewers a true break from the 24-hour news cycle became the cornerstone of our strategy.
Leveraging existing online behaviors to drive tune-in
In each episode, the Masterchef heads off for a global adventure, finding himself in precarious situations, tasting menus that push the boundaries of the culinary norm. We utilized a familiar party-game structure to pose questions to followers that incorporated scenarios from the show, offering them a way to escape into Gordon’s world.
Would you rather?
Social Media Campaign
Knowing the millennial audience’s preference for Instagram, its polling feature, and all things emoji, we were able to capitalize on existing behaviors to gamify the experience within Stories and the Feed to create greater engagement.