Case Study - The Discovery Channel
| Client: | The Discovery Channel |
| Campaign: | Future Weapons |
| Campaign duration: | 3.5 weeks + further 1 week. |
| Territory: | North America |
| Campaign Launch Date: | 12/06 – 01/07 |
| Campaign extension: | 01/07 – 01/07 |
| SOV: | 20% |
| Category exclusivity: | Yes |
In The Discovery Channel’s ‘Future Weapons’ TV series, former Navy SEAL Richard "Mack" Machowicz goes in search of the latest, smartest and most terrifying technology already reaching out to dominate the battlefields of the 21st century.
Brief
Deliver awareness of the launch of the TV show to its target audience utilizing PC based video games.
Audience
Early adopting, tech savvy hardcore gamers and sci-fi enthusiasts aged 18-34 as a key target segment
Solution
IGA identified Battlefield 2142 as an optimal solution in which to serve the campaign. BF2142 is a massively multiplayer FPS squad-based game played predominantly online by hardcore gamers relevant to this market. IGA delivered a series of dynamically served billboard and megaposter executions into city-based environments to promote the launch of the TV series.
Results
3.5 week campaign on the run-up to the series launch. Following a positive response and reaching the target impressions in good time, Discovery requested an extension of the campaign to run over the duration of the series.
Impressions planned and delivered: 1.4million impressions for original run + further 387k impressions in campaign extension.
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