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NATIONAL GEOGRAPHIC

THE 80S AT SXSW

SPONSORSHIP ACTIVATION, LIVE PERFORMANCE

// CHALLENGE

Drive tune-in for National Geographic Channel’s miniseries, The 80s: The Decade that Made Us at South by Southwest.

// SOLUTION

The agency designed Nat Geo-branded moments that brought some 80s-era fun to festival guests, including iconic cars of the decade, a street team dressed in 80s gear, and an 80s-themed party.

// EXECUTION

The agency set up a 24-hour dispatcher to provide free shuttle services around Austin in an iconic 80’s vehicles, including the A-Team van, the Back to the Future DeLorean and the Dukes of Hazzard General Lee.  The agency also deployed street teams and flash mobs  in vibrant 80s workout attire to encourage vehicle photo-ops and hand out slap bracelets to drive tune-in. The campaign culminated with an exclusive, sold-out concert and 80’s-themed party hosted by mash-up DJ, Girl Talk.  Celebrity appearances by Andy Cohen, Adrian Grenier, the casts of Graceland and Catfish, and thousands of SXSW attendees lined up for admission to the concert. 

// RESULTS

Data was captured using #natgeo80s, with 30MM+ Twitter impressions.  Media coverage included AOL on Entertainment, Austin Lifestyle Magazine and Mashable.

NGC The 80s SXSW 2013 (154)-min
NGC The 80s SXSW 2013 (310)-min
NGC The 80s SXSW 2013 (194)-min
NationalGeo-GirlTalk (11 of 71)-min
NGC The 80s SXSW 2013 (101)-min
NationalGeo-GirlTalk (20 of 71)-min
NationalGeo-GirlTalk (4 of 71)-min
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