We developed a multi-tiered online campaign that let kids (ages 6 to 11) and their parents know that they could have fun AND learn something new by watching some of the world's most astonishing creatures. We played on the wacky and outrageous platform of the shows in each part of the campaign, to capture the audience's attention and get them to tune in. The campaign was a big hit, giving viewers a new reason to watch Animal Planet. Since the launch of the campaign, the Wild Wednesday ratings have steadily increased.