CAMPAIGN-Discovery Channel

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ipsh! – an Omnicom company (www.ipsh.com)

GOALS
Create a mobile marketing campaign surrounding the second season of Discovery Channel’s “I Shouldn't Be Alive” first three programs as part of the company’s overall marketing initiative to promote the series.  The campaign included branded web pages, mobile wallpaper and ringtones, as well as program trivia and text messages, to help increase viewership among Discovery Channel’s loyal audience base.

IDEA
ipsh! designed and hosted a series of web pages that allow users to register for “I Shouldn’t Be Alive” text messages, and participate in an online and mobile trivia game, which automatically enters them into the show’s sweepstakes.  The answers to the trivia could be found by watching the week’s episode and enter them into the sweepstakes to win weekly prizes and one grand prize after the conclusion of the third episode.  To facilitate, viral marketing, users could send text messages via discovery.com to encourage their friends to participate and win prizes.

By signing-up for the alerts, users (Cingular, T-Mobile and Sprint) were able to download free wallpapers and/or ringtones.

RESULTS:
More than 17,000 people signed up via text and web combined to receive SMS trivia and reminders to watch the show. More than 16,000 users entered the sweepstakes; with twice as many users entering via text vs web. 30 percent of users who signed-up, opted to receive future notices from Discovery Channel.