Wildlife programming is amongst National Geographic Channel’s key genres. The content is aired daily in a wildlife block that runs through the year. To drive viewership and saliency about the block we had to develop a messaging solution that’s low cost, high on utility and serves as a long term reminder of the block. We came up with a card game on the lines of Top Trumps. The pack consisted of info on 30 animals and their key characteristics. The objective of the game is to collect as many cards as possible from your opponent by calling out a particular characteristic. We also inserted an element of augmented reality on select 5 cards / pack where users could view a 3D version of the featured animal via a webcam. 20,000 packs were distributed through the Arabic edition of National Geographic Magazine. And a facebook app threw open the concept to the entire region.

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