Discovery Channel Promo, Case study DEADLIEST CATCH SEASON SIX by PHD New York

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency PHD New York
Creative Director Heather Roymans, Andrew Heckel
Producer Erin Newsome
Released April 2010

Credits & Description

Category: Best Consumer Engagement
Date of First Appearance: Apr 1 2010
Entrant Company: PHD, New York, USA
Group Strategy Director: Andrea Montano (PHD)
Digital Investment Director: Jeff Liang (PHD)
Strategy Supervisor: Samantha Beale (PHD)
Creative Director: Heather Roymans (DISCOVERY COMMUNICATIONS)
Creative Director: Andrew Heckel (DISCOVERY COMMUNICATIONS)
Marketing Manager: Chris Disharoon-Adams (DISCOVERY COMMUNICATIONS)
Media Director: Kristi Balazy (DISCOVERY COMMUNICATIONS)
Vice President of Media Planning & Partnerships: Mary Stack (DISCOVERY COMMUNICATIONS)
Media Planner: Ashley Johnson (DISCOVERY COMMUNICATIONS)
Media placement: National Cable - ESPN, A&E, USA - 7 April 2010
Media placement: IPMs - Discovery Channel - 22 March 2010
Media placement: Magazines - ESPN, People, Rolling Stone - 1 April 2010
Media placement: Mobile Video Trucks & Events - Mobile Video Trucks - 7 April 2010
Media placement: Entertainment Sites - Hulu, ESPN, MSN, TV Guide - 7 April 2010
Media placement: Gaming Sites - Wild Tangent, IGN - 23 April 2010

Insights, Strategy & the Idea
DISCOVERY CHANNEL faced the challenge of how to invigorate its biggest series, DEADLIEST CATCH, now in its 6th season, among both light and occasional DEADLIEST CATCH viewers. They also wanted to take the new season to the next level to keep the series fresh, especially since it faced competitive pressure in the action genre. Getting viewers to tune in for the show’s premiere and stay for the entire season was essential to ensure that the series met or exceeded the ratings goals.

We knew that viewers were drawn to DEADLIEST CATCH because of the visceral feeling they experience when immersed in the dangerous, adrenalized world of crab fishing; they crave media that transports them “into the moment”, encourages participation and provides shock value that is real and raw. To capitalize on this, we sought to provide a first-person point-of-view of DEADLIEST CATCH that would keep them coming back for more.

Creative Execution
The solution? Make viewers feel as if they're in the middle of heart-pumping action to feed their love of drama and danger. We developed an Augmented Reality (AR) game in which AR technology was embedded within Deadliest Catch print ads. The game immersed viewers in the world of crab fishing, challenging them to navigate rough seas and catch 20 crab pots in two minutes.

This immersive experience was executed via an integrated campaign of print, online, television, mobile and 3-D:

• Print publications (ESPN, People, Entertainment Weekly, Men's Journal, Rolling Stone) invited readers to play the game via ads and email blasts.
• In-program mentions during repeats of DEADLIEST CATCH (before premiere) encouraged fans to go online and play the 3D game.
• First-ever 3D panel on MSN drove tune-in on premiere day.
• Mobile executions with Xbox Live, MSN, and TV Guide.

Results and Effectiveness
There was exceptional awareness of and tune-in for DEADLIEST CATCH:

• Premiere was highest-rated show ever for the series.
• Surpassed ratings goal by 38%; top-rating show for April time period.
• Advertising objectives achieved with 6% improvement.
• Augmented Reality game surpassed goal of 25,000 plays with approximately 97,000 game plays.
• Online aided-awareness increased 19.9% (to 38.9%) -- 150% higher than industry norm for entertainment.
• Behaviour Intent (plans to tune-in) increased 2.7% to 29.7%, 55% higher than industry norm for entertainment.
• Over 70% of those exposed to mobile advertising were aware of DEADLIEST CATCH and over half intended to watch.