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Since 2005, Deadliest Catch has been one of Discovery Channel's highest-rated programs. Through an online campaign to promote the premiere, Discovery sought to reach a thrill-seeking audience who enjoyed entertainment that got their adrenaline pumping through high-risk scenarios. Discovery wanted to reach this audience over the course of a four day campaign where they could showcase the Deadliest Catch premiere through highly-engaging, breakthrough media executions. In response to Discovery's goals, Microsoft Advertising developed a highly interactive, groundbreaking solution that delivered the precise audience that Discovery sought - and across a breadth of engaging experiences on three screens: the PC, TV, and mobile phone.
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