“Valley of the Boom” Internet Cafe
National Geographic Channel wanted to engage would-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 audience in the startup garages of today— coworking spaces. We partnered with WeWork and transformed locations nationwide into the ultimate ’90s-themed, Valley of the Boom-branded internet cafés.
Consumers could indulge in nostalgic activities like Street Fighter, Oregon Trail (directly on an ancient PC), and Bop It. A social vending machine dispensed surprises like Pez dispensers and pogs. Trivia competitions tested their ‘90s cred. We also offered free headshots and mini-lessons in optimizing LinkedIn profiles—so guests could seriously improve their shot at landing the dot com job of their dreams. And at flagship locations, we held screenings of the premiere hosted by early-internet luminaries and actors from the show.