360i Brings Einstein Back to Life with March for Science Genius Campaign

Albert Einstein once said that “science can only flourish in an atmosphere of free speech”. On Saturday, with the help of National Geographic and their new original series, Genius, Einstein and his wisdom were omnipresent at the March for Science in Washington D.C. via a dedicated Wi-Fi network, an on-site recharging tent, a Facebook chatbot and more.

Premiering April 25, Genius celebrates the lesser known life and provocations of Albert Einstein. In reminding marchers of Einstein’s unwavering belief in truth, fact and science, the fully-integrated campaign aims to support the tens of thousands of people expected to participate. Here’s how it works:

- Dedicated Genius Wi-Fi Network – All March for Science participants had easy access to a free, geo-fenced, Wi-Fi network that opens upon viewing of footage from Genius, depicting Einstein at his most rebellious.

- Branded Recharging Tent – Along the march route, National Geographic hosted a resting space for marchers to recharge their phone, relax and check out more footage detailing Einstein’s history with rebellion and struggles with establishment. See a mock-up of the tent below.

- Genius Facebook Chatbot – To further reacquaint participants and potential viewers with Einstein, Nat Geo is bringing him back to life via a conversational chatbot on Facebook. Using natural text input, the chatbot will allow users to engage in free-flowing conversation with the show’s title character one-on-one, discussing his early life, how he feels about the March for Science and the series’ major plot points. Start talking to him now here.

The campaign, created in partnership with advertising agency 360i, will be further supported with programmatic buying, a special integration with the iconic New York Times Crossword puzzle and paid social across Nat Geo’s Facebook, Twitter, Instagram and Snapchat channels. In all, the campaign aims to inspire March for Science participants, expose them to the lesser known side of Albert Einstein and empower them to share the march’s important message.