National Geographic Channel wanted to identify, target and engage should-be viewers of their new miniseries about the dotcom boom of the ’90s, Valley of the Boom, and turn them into dedicated fans. We found the perfect audience in the startup garages of today— coworking spaces— where we partnered with WeWork to transform marquee locations into nostalgic ’90s-themed Valley of the Boom-branded internet cafés.

WeWorkers were invited to explore and indulge in nostalgic activities from the ’90s, like arcade and board games, a socially activated vending machine, trivia competitions and more, driving visitors to post using #ValleyOfTheBoom. We re-engaged this audience directly before the network premiere with screenings at flagship WeWork locations. After each premiere, we hosted talk-back panels featuring internet luminaries and actors from the show to talk to the audience members about the boom and, of course, the historic bust.