Cannes Lions

TELEVISION CHANNEL

PHD , New York / DISCOVERY CHANNEL / 2007

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Overview

Entries

Credits

Overview

Execution

By leveraging partnership with Microsoft XBOX, the game designer for Gears of War created two exclusive maps for Discovery and Discovery allowed gamers/consumers to download them for free at Discovery’s website to drive awareness for Discovery’s Future Weapons show. The Future Weapons content was embedded in the game organically. Future Weapons also sponsored Microsoft XBOX live 2m points giveaway, was incorporated into XBOX live placements across their online marketplace and XBOX.com banner promotions.

Outcome

An over 60% increase over expected ratings for season premier of Discovery Channel’s Future Weapons.Over 30% increase in Discovery’s website traffic.1M+ downloads of Future Weapons sponsored DLC.Said one gamer, “I’m honestly going to watch Future Weapons show just because frankly I owe it to them.”

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