Discovery texting viewers to tune in and download

Share this article:

The Discovery Channel is promoting its shows with a series of mobile campaigns powered by Third Screen Media and Verizon.

After success with using mobile in conjunction with its documentary fishing series "Deadliest Catch," the cable channel has plans to launch 12 to 14 more mobile campaigns. The campaign, which appeared on Verizon's Wireless portal, VZW Today, generated a 2 percent click-through rate from banner ads.

"Mobile communications gets us one step closer to the people watching our shows," said Chris Schembri, senior vice president of media planning and partnerships at Discovery Communications, Silver Springs, MD.

Third Screen Media, a wholly-owned subsidiary of AOL's, manages and serves mobile advertisements for the Discovery Channel's "Deadliest Catch" and the Discovery Health Channel. Discovery Channel also works in conjunction with its New York ad agency PHD, an Omnicom media company.

The spots run during each featured show. They direct viewers to text in or visit Discovery's mobile promotion WAP site for information and downloads. Mobile content offered to "Deadliest Catch" fans includes wallpapers, ringtones, crew bios, show facts, sneak peeks, the captain's quotes and even mobisodes, episodes that can be viewed on the mobile device. Viewers who opted in to receive mobile communications from the television station would receive updates on promotions and show times two weeks prior to the show airing.

Future campaigns will be tested, but current plans include similar offerings. Mobile users can also play mobile polls and quizzes.

The new campaigns are aimed at the rising number of multitasking consumers.

"An exorbitantly high number of people are using the mobile device while they are watching TV," said Jeff Janer, chief marketing officer of Third Screen Media, Boston. "People are not just sitting back on the couch and watching TV, but they are immersing themselves in into the context. We are trying to engage them while they are watching." n

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.