INTEGRATED MARKETINGEARN VALUE EXAMPLES 2012/13

Melanie Tsao

SKYWIRE LIVE WITH NIK WALLENDAPresented by Mitsubishi

Fully Interactive Custom Website: skywire.agency.discovery.comTo accompany the first ever live broadcast of Skywire Live, the Discovery digital team provided our viewers with a second screen experience through a custom, fully interactive website. Mitsubishi had full ownership of the custom Skywire Live website including 100% SOV against custom content such as the 360 degree walk experience, live streaming capabilities, #aweyeah sweepstakes, highlights gallery, blog, and more.

SKYWIRE LIVE WITH NIK WALLENDAPresented by Mitsubishi

SKYWIRE SWEEPSTAKES: Win a 2014 Mitsubishi Outlander

Preview Promo here: http://www.youtube.com/watch?v=3xnxH4YrSUg

SKYWIRE LIVE WITH NIK WALLENDAPresented by Mitsubishi

While you wait for the excitement to begin!Mitsubishi media units displayed on loading pages

SKYWIRE LIVE WITH NIK WALLENDAPresented by Mitsubishi

SKYWIRE LIVE WITH NIK WALLENDAPresented by Mitsubishi

#AweYeah sweepstakes to further engage with fans and viewers via TwitterSecond level sponsors included Go Pro which was leveraged for prizing

SKYWIRE LIVE WITH NIK WALLENDAPresented by Mitsubishi

More custom content included Nik’s personal training journalBrought to you by Mitsubishi logo within custom section

SKYWIRE LIVE WITH NIK WALLENDA

SKYWIRE LIVE WITH NIK WALLENDA

• Up tp 40,000+ tweets per minute• Generating 1.3 million tweets night of Premiere• 700,000+ tweets in total• Total Tweets for the Day resulted in 1.22 billion impressions• 1.5 million streams on Discovery.com• #Skywire generating 1 million mentions• “Skywire Live with Nik Wallenda” drove 71% of all social media comments

surrounding TV Primetime

SHARK WEEK ON DISCOVERYPresented by Volkswagon

We've taken the top off of the Beetle cage and gone in hunt of bigger and badder sharks.

http://www.youtube.com/watch?v=U7IMwKg5FSo

SHARK WEEK ON DISCOVERYPresented by Volkswagon

Online Virtual Shark Dive we created that allows fans to follow the Shark Cage's journey with some cool interactive elements  

http://dsc.discovery.com/tv-shows/shark-week/virtual-shark-dive/subaquatic-road-trip.htm 

Shark Cage Part 2: The Subaquatic Road Trip

SHARK WEEK ON DISCOVERYPresented by Volkswagon

VW SHARK WEEKRECIPRICOL MARKETING – SHARK WEEK SOCIAL MEDIA CONTENT BY DEUTSCHSHAREABLE VIDEOS VIA INSTAGRAM AND VINEhttp://instagram.com/p/citOGnAc3X/

SHARK WEEK ON DISCOVERY

VW SHARK WEEKRECIPRICOL MARKETING – VINE PROMO BY DEUTSCHSHAREABLE VIDEOS VIA INSTAGRAM AND VINEhttps://vine.co/v/hqYmLjEE2FX

Volkswagon bought promoted tweets, #sharkweek