Discovery Channel’s “Deadliest Catch” Campaign Sets Sail

A few years ago, a very talented producer who had worked for me at Autonomy told me that she was off to story produce a new show on Discovery called “Deadliest Catch”. The only thing I remember hearing about the show at the time was that it was incredibly dramatic, realistic, and (to put it bluntly) deadly.  Fast forward to 2009, Discovery has itself a bonafide ratings megahit, 4 Primetime Emmy noms (and a win), and a passionate, loyal audience.

Imaginary Forces teamed up with Discovery to deliver a new :30 promo showcasing the high-seas, real life adventure aboard the sea vessels.

An ambitious multiplatform brand assignment was launched coinciding with the new season of the series. The campaign is designed to capture viewers “throughout the day no matter what platform they are using,” said Danielle Sabathier, director of digital media marketing for Discovery Networks.

In a rare move, on April 14, Discovery bought up more than 90% of ad inventory on MSNBC, Fox Sports, MSN, MSN Mobile and Xbox Live. Discovery also hosted the first-ever home page takeover across MSN and MSN Mobile. The Xbox component included click-to-video executions across the Xbox Live platform, with a call-to-action to win a sweeps, as well as long-form video teasers.

Inside sources say that Microsoft beat out Google and Yahoo to land the seven-figure campaign that will combine Internet, mobile and video-game ads.

The comprehensive on-air and digital strategy maximizes the show’s appeal and provides advertisers with more opportunities to reach growing audiences. As a sidenote (for our colleagues in the UK), the :90 trailer for the new season can be seen here:

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