Discovery goes digital with Microsoft-powered Deadliest Catch campaign

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Microsoft Advertising has launched a mul­tichannel advertising blitz for the Discovery Channel's Deadliest Catch series.

Discovery is spending the show's entire online advertising budget on the campaign, which promotes the series' fifth season. The campaign, which will run across MSN, MSN Mobile, Windows Live Hotmail, Microsoft Live Search and Xbox LIVE, includes dis­play, search, video, e-mail, mobile, homepage takeovers and in-game advertising.

“Whether in the morning on the MSN homepage, watching news at lunchtime on MSNBC Video, on the MSN mobile homep­age anytime, or playing Xbox at night, we wanted consumers to see thepromotion and… engage with the content,” said Jon Wren, account executive, Microsoft Advertis­ing Sales – East, in an e-mail to DMNews.

The main push began across the Microsoft Media Network with the April 14 season pre­miere. For that day, Discovery bought more than 90% of the advertising inventory on MSNBC, Fox Sports, MSN, MSN Mobile and Xbox LIVE and also ran a home page takeover across MSN and MSN Mobile, a first of its kind for a media buy. A mobile WAP site was developed by Microsoft sub­sidiary ScreenTonic.

Windows Live Hotmail will feature demo­graphically targeted ads to coincide with the Fox Sports and MSNBC ad placements. In addition, Discovery is using Microsoft Adver­tising's AdCenter platform and purchasing search keywords. The campaign also will involve a variety of Microsoft-developed video and interactive media, and in-game advertising assets supported by Microsoft subsidiary Massive Inc.

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