National Geographic has given Facebook Messenger users the chance to chat with one of the species’ most celebrated minds to raise awareness of the launch of its new original series Genius that dissects the psyche of the physicist Albert Einstein.
Coinciding with the March for Science during the weekend, the bot attempts to educate users about physics – and the release of its show which premieres 25 April on the National Geographic channel.
It will spout, first and foremost, the release date, followed by a slew of conversational facts and jokes as seen below.
During the science march, free Wi-Fi was distributed to protestors who watched a video short promoting the show. Furthermore, a branded Genius tent provided march-goers a point to charge their mobiles.
In Washington DC, the campaign was supported with targeted social posts area, contextual banner ads, programmatic buying, and a specially themed New York Times Crossword puzzle.