To promote the streaming premiere of the National Geographic Documentary Film "FLY," we posted a video shot by professional BASE jumpers Espen Fadnes and Amber Forte. The film follows several couples who take part in the extreme sport, and its release coincided with a strategic relaunch of the Nat Geo Adventure accounts, which have a large following but relatively low engagement levels in recent years. We aimed to grow engagement on that account as well as awareness of the film.
The premiere of "FLY" on streaming platforms meant it would be available to a wider audience following its IMAX theatrical run, especially for those adventure fans that were not able to see it in theaters. To raise awareness of this event, we needed new, unique content that could appeal to the target audience of outdoor adventure seekers as well as general audiences. The athletes featured in the film proposed the idea of shooting the video with a tune-in callout while BASE jumping. Despite our apprehensions about the dangers involved in this idea, the video they delivered turned out to be a great encapsulation of the joy and thrill of BASE jumping as seen in the film. Prior to posting this video, some of the traditional theatrical marketing content did not perform as well on social media as we hoped. This video came from talent and was authentic and raw, while still incredibly unique and visually stunning. We posted it as a collab with Nat Geo Docs, Nat Geo Adventure, and talent.
The video, the first of its kind to be posted on Nat Geo Docs, received 1.9m views and 47k engagements on Instagram.
