This fall, National Geographic Channel and GE are partnering in "Breakthrough," a six-episode series that explores scientific discoveries, such as field-testing for an Ebola vaccine. Each episode is directed by a Hollywood A-list personality: Ron Howard, Paul Giamatti, Brett Ratner, Akiva Goldsman, Angela Bassett and Peter Berg.
To extend the reach of this TV series, social media agency We Are Social is introducing the "BreakthroughHeat Map" that turns hashtags and terms by viewers into an interactive map. Visitors can click on various colored circles to show the number of conversations, where and when they happen, and specific comments in each conversation.
"We have content pre, during and after the show promoting the map and the show,” says Benjamin Arnold, business director, We Are Social. “The content is built from data and insights we learn through the heat map visualization."
The goals include reaching key influencers, generating buzz, igniting social conversation and driving viewership. “We wanted an engaging, socially driven consumer-facing experiential activation that celebrates the spirit of innovation, clearly evoking the core essence of NGC and GE brands while also driving home program appeal,” stated Jon Eick, manager, social media marketing, National Geographic Channel.
Although the map shows global chatter, the majority of interest currently emanates from the U.S. Since each episode concentrates on specific subjects, most of the talk centers around the most recent plot. Hence, this week the map shows that the topic of pandemics is more popular than aging which airs Sunday November 29.
“Data visualization mapping is a really exciting and compelling way to capture a hugely talked about subject,” says Arnold. "It also represents a breakthrough in itself in terms of the actual consumer uptake and usage of technology, as well as in our ability to monitor and decipher conversations as they happen and as they are impacted by content consumption."
“Breakthrough” airs Sundays at 9:00 pm ET. Each episode is directed by a Hollywood A-list personality: Ron Howard, Paul Giamatti, Brett Ratner, Akiva Goldsman, Angela Bassett and Peter Berg.