To promote its documentary about rock climbing, National Geographic has built a website urging people who want to watch it to do so. For every meter they ascend, Nat Geo unlocks a portion of the film “Free Solo” they can watch for free.
Why it’s hot:
Theoretically, this sounds like a great idea. People who climb, might be interested enough in a movie about people who climb, to go climb as a result. But, REI urging us to “Opt Outside” is one thing, asking us to climb a rock to unlock free content seems a bit another. This reminds us we should really think about the value exchange we’re providing in our marketing today. Is what we want worth what we’re asking people to give for it?