National Geographic Society Deploys Email Campaign Encouraging Facebook 'Likes'

Author:

Shahnaz Mahmud

Source:

The National Geographic Society will launch an email marketing campaign this month, incorporating a Facebook “like” button, to support its feature documentary Restrepo. The nonprofit worked with marketing firm Epsilon on the campaign, which will launch by next week.
 
The group's goal is to encourage consumers to discuss the film on the social networking platform and to urge them to see it when it hits theaters in their markets.
 
Restrepo is a documentary that chronicles the deployment of a platoon of US soldiers in Afghanistan's Korengal Valley.
 
Marc Haseltine, manager of email marketing at the National Geographic Society, said in-theater attendance is reliant upon “grassroots appeals,” as the company doesn't have a big budget for advertising.
 
The Facebook “like” button will allow consumers to virtually support the film directly from the email, as opposed to driving recipients to the fan page, he said.
 
“[It's about] getting people in one channel and then getting them involved in the community,” said Haseltine.
 
This is the second Facebook-connected email marketing campaign the National Geographic Society has launched in the past week...
 
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