It's hard to go a day lately without seeing a web video or news article profiling a new advancement in biotechnology. We started seeing the traces of this movement in 2013, and began researching and developing a show we called Cyborg Nation. The goal was to find the bleeding-edge advancements in cybernetics, and to profile them from the ground up.
We took the show to Conde Naste Entertainment, who ultimately bought it, to be distributed via their WIRED property. Shortly after, we brought in Derek Muller to host the show. His brand as a YouTube star and founder of Veritasium--one of the most viewed science channels on the web with 3.2M subscribers--significantly boosted our launch.
To engage viewers beyond the traditional distribution model, we brought in Reddit as a partner to increase audience interaction with the content, and ultimately the viewership. It was Reddit's first entertainment partnership. Polls for suggested episode subjects were placed on relevant areas of the Reddit community, allowing Redditors to vote on their favorites. Upon release of the show, a combination of Reddit ad placements, and AMAs with episode subjects were used to announce each new episode.
The result was a huge press response, and one of the best performing shows on Conde Naste's and WIRED's channels