• by Larissa Faw , August 12, 2014

It is said that exploration is imagination acted upon, and now National Geographic Channel (NGC) and 20th Century Fox are launching a crowdsourced search to find the next generation of inspiring explorers.

Developed by digital agency Campfire, a unit under SapientNitro, the Expedition Granted competition invites contestants to submit a video up to two minutes in length and a Tweetable elevator pitch at ExpeditionGranted.com outlining what their passion project is and why they deserve to have it granted. 

"We're helping our clients expand the definition of "explorer" to capture a younger audience for the network; one that's interested in music, technology, science, and the arts," says Jeremiah Rosen, president/Partner, Campfire. "Part American Idol, part Kickstarter, anyone with an idea to explore uncharted territory -- and the passion to follow it through -- can enter to win the $50,000 award to make it happen

And to encourage social media visibility, each entry will be displayed on the main site so fans can show support for the project they’d most like to see granted by liking and sharing on social media. To date, there have been 109 entries and submissions will be accepted through August 31, 2014.

Sponsors Jeep and Dos Equis are helping to raise awareness via their own social media channels. An Explorers' Advisory Council of "impressive people" including Chef Wiley Dufresne, Filmmaker Casey Neistat, and Artist Kenzo Digital have filmed interviews that help bring this modern definition of exploration to life for viewers. 

Meanwhile, NGC's Brain Games host Jason Silva serves as the contest's brand ambassador and will work with National Geographic and its team to determine the finalists. The grand prize winner will receive $50,000 to achieve his or her dream expedition. 

“We want to help redefine the concept of exploration — anyone with a big idea and passion to make it come to life can be an explorer,” said NGC CEO Courteney Monroe. “This opportunity is for all of those pushing boundaries and forging new paths.”

Campfire executed the entire program, from initial strategy, creative positioning and program architecture to the new website. In addition, the shop developed the CMS, the custom video player and is responsible for all ongoing promotional and PR activities. Campfire also produced a series of videos that explore the very concept of what exploration means today. 

The campaign is designed to broaden NGC's audience by conveying that explorers aren't necessarily Indiana Jones-type adventurers. Rather, the aim is to attract entrants from all backgrounds and disciplines ranging from art and music to food, science and technology.

One key challenge has been the requirements that entrants must be U.S. residents over 21. "It's been hard to turn away some great ideas from people who fall outside the current restrictions," says Rosen. "Perhaps next year, upon its success, they'll open it up to those outside of the U.S. and to some really bright and eager teens."

Campfire has worked with National Geographic Channel for three years. The agency was acquired by SapientNitro in March.