For National Geographic Kids, we worked closely with the group President and Executive Producer of the hit children's show "Mama Mirabelle's Home Movies" to create mobile and online extensions of the show. Keeping in mind the primary goal to increase the value of sponsorships, our approach was to turn the show into an integrated property where broadcast is only a part of the total experience.

Bringing together education and experiential designers, we developed a strategy where "activity sheets" would be distributed through National Geographic's online and print properties to launch mobile experiences for a real-world audience of parents and kids.

Using mobile content, SMS, and interactive voice systems, we designed absorbing ways for kids and parents to interact with educational centers, such as zoos and nature reserves, in a way that mirrors the topics and themes of the show.

The ultimate result of these mobile + real-world experiences was that users were directed back online to share their discoveries within a community of likeminded people. At each stage of this process, sponsorship integration was tied into the experience and content providing a ready-made integrated campaign.