The Nat Geo Moment Awards are an annual photography contest by National Geographic Channel. But how could we increase its online presence and create buzz around it?

By harnessing the popularity of the next big platform- Instagram. We introduced Instagram as a category and got the entire Instagram community involved. But we didn’t just restrict it to the digital space. By creating the on-ground property of NatGeo Instawalks, we got people on the streets clicking pictures, submitting entries on the spot, and talking about the Awards in real time. A film about this showed everyone how they all could be a photographer and with these Instawalks, we proved to them that they did indeed.