Cannes Lions

CABLE NETWORK

THE MARTIN AGENCY, Richmond / TLC / 2008

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In the summer of 2007, The Learning Channel launched a groundbreaking gaming site. The purpose: invite its 30-something viewers to take a different look at the various stages of their lives. The site allowed TLC to create a deeper connection with this target audience – who are spending more time online and less with traditional media like television. The games, which covered topics from dinner party fights to chasing down your kids in the grocery store, took daily challenges familiar to their audience and translated them into realistic, if not slightly sensationalized, high-energy brand experiences. In spite of limited media support on TLC and TLC.com, the site was a runaway success, garnering almost 1,000,000 game plays within the first six weeks of launch.Username: awardPassword: show

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