Discovery Channel Digital GOLD RUSH OMD New York


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Sector TV/Radio Programas
Media Digital
Mercado Estados Unidos
Agencia OMD New York
Publicado abril 2013

Creditos y descripciones

Advertiser: DISCOVERY
Agency: OMD
Category: Other Technology for Mobile
Advertising campaign: GOLD RUSH
Media Planner: Ileza Dantzig (Discovery Communications)
Director/Ignition Factory: Trevor Guthrie (OMD)
Group Account Director: Diane Weeks (OMD)
Media Director: Seth Goren (Discovery Communications)
Media Manager: Ashley Collins (Discovery Communications)
Associate Director/Digital: Dina Wall (OMD)
Project Manager/Ignition Factory: Erin Hauswirth (OMD)
Digital Supervisor: Stephen Lieb (OMD)

Brief Explanation
In promoting the season 3 premiere of Discovery’s “Gold Rush,” we faced an important challenge: how could we utilize viewers’ passion surrounding the brand to re-excite existing fans of the television show and drive new viewership? We knew our audience craved adventure and the same opportunity as the “Gold Rush” cast - to turn their luck around with a single discovery.With the rise in mobile usage amongst our target, it was clear that the ways in which our consumers were accessing and engaging with entertainment content had changed since the series’ launch in 2010. A mobile execution let us immerse our viewers in the wilds of Alaska – at any time and place. By allowing them to “sift” through gold-smattered dirt themselves, just like the “Gold Rush” cast, we brought the sense of discovery and exploration straight to them. We created mobile and tablet ads that prompted users to “pan for gold” on their own mobile device for a chance to win $100,000 in real gold, creating the first-ever mobile gold rush. By using the accelerometer technology of a mobile phone in a brand new way, users could shake their devices to “pan for gold” and discover riches buried underneath a simulation of swirling dirt and clay. Users unearthed a prompt to enter Discovery’s “Strike Gold” sweepstakes as well as Gold Rush video teaser content, previewing the upcoming season. Fans that entered the sweepstakes had to tune into the season premiere on 26 October 2012 to find out if they had won the over $100,000 in real Alaskan gold. By partnering with top US mobile network partners, we were able to turn Angry Bird experts and Doodle Jumpers into gold rushers and generate a significant volume of “Strike Gold” sweepstakes entries at the same time.Within one week, over 600,000 U.S. users “panned for gold” on their mobile devices, yielding over 52,000 sweepstakes entries. Further, mobile results showed a 26% lift in intent to tune in, surpassing desktop performance. Beyond sweepstakes entries and media metrics, the campaign delivered what mattered most: actual tune-in. The premiere of “Gold Rush’s” third season became Discovery’s highest rated premiere in almost 3 years and was their highest rated primetime telecast in 2012. By bringing the joy of discovering gold to viewers in a tangible way, we successfully drove viewership and reminded our already loyal fans why they love “Gold Rush” and Discovery Channel.NOTE TO THE JURY: Links must be played from an iPad