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After watching Discovery Channel's introductory campaign for its new series of themed documentaries, you'll understand why I said that earlier. Indeed, the campaign did that very well, and it quickly became a case study for this type of publicity. This is undoubtedly a good example of the best solution for buyers and planners who want to achieve targeted and relevant communication effects.
 
When the network series of the channel was first launched in 2007, the program called "Earth" deeply attracted the audience and quickly became the program with the highest hit rate in the United States that year. The channel's newest offering is an 11-part documentary called "Life," which took more than three years to film.
 
The "Life" series of documentaries is expected to be as fascinating as the previous documentaries. But the company wanted to ensure the success of the series, and didn't want to miss out on an opportunity to offer an equally visual digital ad. The digital media campaign included the use of social media, overlay advertising, and instant messaging to quickly spread word about the series' themes to engage an online audience.
 
Exploiting the artistic potential of Facebook
 
Facebook has become an integral part of digital media campaigns, especially those launched by entertainment companies. However, depending on an advertiser's goals and products they wish to promote, campaigns will use the social networking site in very different ways.
 
The Discovery Channel has specially set up a Facebook page where viewers can enjoy a rich visual experience. Any reflection viewers might get from "Life" can be found in it. The images used in the page are all maximized to cover the entire webpage, allowing the audience to enjoy the complete visual impact. This approach also makes the audience feel like they are watching a movie.
 
Nothing promotes this series of documentaries more than those captivating images. In addition to a collection of images edited from the upcoming documentary, fans can even watch half a dozen clips without leaving the Facebook page. Plus, by incorporating this creative content into the existing Discovery Channel Facebook page, the network is able to engage past "Earth" viewers as well as fans of the network's natural history shows today.
 
Make advertisements enrich "life"
 
Discovery's media buying strategy also included some powerful images from the series for promotion. The very first day Life began its campaign, there was a massive blanket ad campaign on the Yahoo homepage. On the top of the page is a banner advertisement, below which are some characteristic floating elements in the documentary, for example, a cockroach jumping up and down on the page, greeting website users.
 
What's more interesting is that users can set the position of this advertisement by themselves. Visitors to Yahoo can choose from several "life"-themed skins for their home page. This kind of setting is easy to attract the attention of visitors because of its strong interaction, and it can also attract users to participate because of its simple operation.
 
In order to ensure that users really know the news, Discovery Frequency used Yahoo Messenger to provide expandable rich media banner ads to tease this series of documentaries. And these videos can be shared with other instant messaging users. In keeping with its "animals in life" theme, users can also choose from a variety of animal pictures as their instant display image or avatar. There's no doubt that Discovery knows that consumers are emotionally invested in their favorite animals in documentaries. So allowing them to use their favorite animal as their web avatar is a smart way to convince users to watch a video.
 
We know that there are countless other campaigns in Facebook Pages, Page Overlays, and Instant Messaging ads to achieve similar goals, but unfortunately, many of them end up not having the desired effect. The difference between these campaigns and Discovery's is the judicious use of digital advertising to keep reminding people of what's coming.
 
The documentary "Life" is full of high-quality natural landscapes and images, so its advertisements are also high-quality images and video content. The documentary exposes consumers to many unexpected animal behaviors and rituals, so its advertising is also surprising (unless you're used to seeing exotic insects on screen).
 
It would be an understatement to say that the Discovery Channel has used its product very cleverly to highlight its media campaigns. The network and its ad agency have used the online medium to deliver such an honest and vivid interpretation of a show so realistic that some might argue it gave away too much of the plot.

New energy industry