Discovery has been satisfying curiosity through quality content and compelling storytelling for over 30 years. Discovery VR is a new way for the company to create thrilling experiences for both current fans and for new audiences.

Discovery VR launched with nine original short-form videos, spanning subjects ranging from gold mining to surfing, with programming spanning several of our linear and web-native networks in addition to standalone experiences.

With a buzzworthy launch, an ongoing, strategic press strategy, and a continuous pipeline of thrilling and engaging content, Discovery VR has been empowered to grow beyond its surface value – reinforcing the company’s reputation as a leader in the digital industry and tapping into the company’s culture of curiosity to offer up experiences that transform viewers in to characters.

Our goals and objectives included:

• Leveraging an emerging platform and technology to reach new audiences while simultaneously extending fandom amongst existing audiences.

• Reinforce and build upon Discovery Communications’ reputation as an industry leader in innovative digital experiences by bringing together compelling content with our capacity for prolific storytelling.

• Reach a range of audiences across age groups and other demographics, thereby accurately representing the wide variety of content available on Discovery VR.

• Create thrilling content that will transform viewers into characters

• Find a unique and creative way to cut through the consistent flow of industry chatter surrounding emerging technologies to gain a true foothold in overarching virtual reality narratives, thus positioning Discovery as an innovator in the space.

While virtual reality is very much an individual experience at the point of consumption, its thrilling narratives ultimately lend themselves to discussion and social conversation. As such, we’ve been sure to amplify support for Discovery VR across our owned & operated sites, working with colleagues across departments to promote Discovery VR where and when it makes sense.

Nearly half a year after its initial launch, awareness of and engagement with Discovery VR has continued to grow exponentially, due in large part to a concerted to establish the offering as a true investment in the technology and its ability to transform the way we think - and the way we act. The heartbeat of this movement is the synergy between teams here at Discovery: with a constant ear to the ground, so to speak, of what the overall sentiment is within the digital space, and smart creative minds, the team has consistently been able to position Discovery VR at the forefront of emerging media.