Geographic Channel (NGC), which has been promoting its new series, My Brilliant Brain, in a nationwide campaign, has partnered with gaming site Zapak to promote the show online.
NGC has launched an interactive website, www.brilliantbrain.in, which prompts visitors to test their mental abilities with entertaining and mindboggling games and quizzes. Players can calculate their Genius Quotient and win prizes. The top scorer on all the four games on the site will win a grand prize, a trip for two to Washington, DC, to visit the National Geographic Museum.
The site also has a blog section, which is like a discussion room. The blog hosts various brain related topics such as 'Are geniuses born or made?', 'Is genius only about high IQ?' and 'There is a genius in all of us'.
Arun Mehra, chief marketing officer, Zapak.com, says, "The brief given to us by NGC was to find a match (to promote the programme) in gaming in an intelligent and entertaining manner. So, we put five of the best brain teasing games on Zapak.com on the site."
Though NGC's creative agency is TBWA, which designed the online display ads, the company chose Zapak to create the microsite as it is gaming oriented.
Rajesh Sheshadri, senior vice-president, content and communication, National Geographic Channel, India, says, "We partnered (with) Zapak as they are the online experts. The site is an innovative way to reach our viewers." The site is being promoted on www.NationalGeographic.co.in, NGC's India site, through floaters, banners and site captures. There is also an online campaign running on large portals.
NGC is also promoting the show on mobile through an SMS contest, which lets users test their genius quotient by SMSing 'Genius' to 57827. The person with the highest score wins Nat Geo telescopes. "The SMS contest has so far been played by two lakh people," says Sheshadri.
Apart from the online and mobile promotions, the channel is running on ground promotions for the series in association with Cafe Coffee Day, and also advertising in print, radio and OOH media, with the tag line, 'Brainy is in'.