Small TV channels have a hard time competing against bigger channels and online media. National Geographic Channel Norway has a small following, and the TV show we were to promote – Science of Stupid – an even smaller one. To get attention, engage people in what the show is all about and to get help from our bigger media rivals, we transferred the concept to real life. By promoting the TV show with a too good to miss stunt we engaged people in the story of the TV show concept. Along with other promotional Science of Stupid material leading up to, during and after the stunt as well as major media coverage the word soon spread about the upcoming re-launch of Science of Stupid.

Live coverage of the stunt by Norway’s four biggest media rivals.

26 media clips in total.

The show had a 88% viewer increase compared to previous season average.

Increased market share for National Geographic Channel Norway following the stunt.

Last but not least, our host gained a sprained ankle.