Discovery’s “Deadliest Catch” Campaign

Discovery Channel has partnered with Microsoft Advertising to launch a multidimensional campaign for the channel’s “Deadliest Catch” TV series. The ad campaign will use mobile, internet and gaming components to target its fan base. The effort aims to create a buzz around the premiere of the fifth season of the popular reality series, which centers on crab fishing in the waters off Alaska.

According to the release:

The main advertising push will be happening across Microsoft’s Media Network on April 14, 2009, when the new season debuts at 9 p.m. ET/PT on the Discovery Channel. Discovery has purchased more than 90 percent of the advertising inventory owned on MSNBC, Fox Sports, MSN, MSN Mobile and Xbox LIVE for April 14 and will feature the first-ever home page conjunction takeover across MSN and MSN Mobile.

The campaign consists of seven engagement scenarios:

• MSN Home Page – Home page takeover on April 14 with many interactive factors including DVR reminders, as well as text and email alerts.

• MSN/MSNBC Video – Ads on MSN Video’s Entertainment and Sports channels as well as a re-skin of the MSNBC video player.

• MSN Mobile - Home page takeover on April 14 in conjunction with the MSN Home Page takeover.

• Xbox LIVE - Text to Win sweepstakes and other click-to-video executions.

• Massive – Targeted ads on specific fast-paced games using the Massive in-game ad platform.

• Windows Live Hotmail – Demographically targeted ads.

• Live Search – Using Microsoft Advertising’s adCenter platform to purchase search keywords.

Image: Discovery.com (screenshot)

Discovery is going all out with this campaign for its highly-rated show. By concentrating on internet, mobile and gaming advertising, they are tapping into the types of media widely used by their fan base. If you visit the Discovery website, you will see that they have an array of interactive possibilities for fans of the show, including quizzes, videos, games, a fan club and more.