Discovery ChannelDiscover a hero inside you

Campaign Goals• raise a content awareness and channel ratings

TA• 1 - Discovery Channel current customers• 2 - Discovery Channel potential customers

Challenge Although Discovery is worldwide known and popular channel, Ukrainians are not aware of broadcasted great and varied content on it.

Campaign Idea“Discover a Hero inside You!”

Campaign Summary• Agency hired professional psychologists to create a test that

would divide all men on psychological archetypes• Thus we got 11 psychological portraits adapted later to 11

heroes from Discovery Channel TV shows• After passing the test user got result with one hero description

and the TV show announcement absolutely appropriate to user’s inner world

• Users that shared their results in social networks took part in lucky draws of 4 cameras Go Pro Hero2

Execution

Enjoy funny psychological test

Authorize trough Facebook or vk.com

Get badge and chance to win the prize

Find who your are

And recommendations for best Discovery channel shows for You

ResultsLow-budget promo campaign became viral!- We got 450,000 unique site visits in 5 weeks. - Viral traffic is about 87% (more than 390,000 unique site

visits). - Viral coefficient = 7 (1 paid user brought 7 free visitors). More important, PR results were great: - Discovery Channel gained 5-minute contact with TA for less

than $0,05. - In 1 month Discovery Channel gained more than 50 new

requests from Ukrainian TV providers. - In 3 months Discovery Channel TV ratings in Ukraine rose on

15%.