VIDEO WeWork and NatGeo aim to put a modern spin on the idea of the "infamous '90s startup garage," Jill Cress, the publisher's CMO, said in a statement. By allowing visitors to immerse themselves in the workplace culture and timeframe of the "Valley of the Boom," the experiential campaign could boost interest in the show and for WeWork, which is layering in some actual professional services as part of the partnership. The effort could particularly appeal to millennials, a generation with a strong sense of nostalgia, especially for the '90s era when they grew up. While the pop cultural touchstones on display are decidedly retro, like the original "Doom" and "Oregon Trail," NatGeo and WeWork are clearly trying to encourage online sharing through the social vending machines. The tie-up underpins WeWork's growing role as a marketing player as it expands beyond its co-working space roots. Along with partnering with more brands and publishers, the company earlier this year purchased the agency Conductor as it looks to modernize its approach to both digital and real-world services. NatGeo has explored several other co-branded collaborations recently as a means of growing revenue. This fall, it worked with Heineken on a branded content series called "A Wild Lager Story" that detailed the history behind the brewer's H41 Wild Lager, a limited-edition beer made from rare wild yeast discovered in Patagonia in 2010.
WeWork has partnered with National Geographic on a campaign promoting the network's Valley of the Boom series, which focuses on the dotcom bubble. WeWork spaces in Los Angeles, New York and San Francisco will be turned into 1990s-style offices, complete with desktop computers featuring classic games such as Tetris, aiming to appeal to millennials with a strong sense of nostalgia.The campaign builds on WeWork’s growing role as a marketing player. Earlier this year the co-working company purchased ad agency Conductor and has partnered with a number of brands and publishers.