Advertiser: DISCOVERY
Agency: OMD
Category: Best Use of Mobile Devices
Advertising campaign: GOLD RUSH
Media Director: Seth Goren (Discovery Communications)
Director/Ignition Factory: Trevor Guthrie (OMD)
Digital Supervisor: Stephen Lieb (OMD)
Group Account Director: Diane Weeks (OMD)
Media Planner: Ileza Dantzig (Discovery Communications)
Media Manager: Ashley Collins (Discovery Communications)
Associate Media Director: Dina Wall (OMD)
Project Manager/Ignition Factory: Erin Hauswirth (OMD)
Effectiveness
Within one week, over 600,000 U.S. users “panned for gold” on their mobile devices, yielding over 52,000 sweepstakes entries. Further, mobile results showed a 26% lift in intent to tune in, surpassing desktop performance. Beyond sweepstakes entries and media metrics, the campaign delivered what mattered most: actual tune-in. “Gold Rush’s” season 3 premiere became Discovery’s highest rated premiere in almost 3 years and was their highest rated primetime telecast in 2012. By bringing the joy of discovering gold to viewers in a tangible way, we successfully drove viewership and reminded our already loyal fans why they love “Gold Rush.”
Strategy
In promoting the third season premiere of Discovery’s TV series, “Gold Rush,” we faced an important challenge: how could we utilize current viewer passion surrounding the brand to bring attention to the new season and drive new viewership? We knew our audience craved adventure and wanted the same opportunity as the “Gold Rush” cast, to turn their luck around with a single discovery.We knew the ways in which our consumers were accessing and engaging with entertainment content had changed since the series’ launch in 2010. A mobile execution could allow us to immerse our viewers in the wilds of Alaska – at any time and place. By allowing them to sift through gold-smattered dirt themselves, just like the cast in the show, we brought the sense of discovery and exploration straight to them. We created the first-ever mobile gold rush as they “panned for gold” on their mobile devices.
Execution
For the premiere of “Gold Rush’s” third season, we created mobile and tablet ads that prompted users to “pan for gold” on their own device for a chance to win $100,000 in gold. We used accelerometer technology already built into mobile devices in a brand new way, allowing users to shake their devices to “pan for gold” and discover riches buried underneath a simulation of swirling dirt and clay. Users unearthed a prompt to enter Discovery’s “Strike Gold” sweepstakes as well as “Gold Rush” teaser content, promoting the upcoming season. Fans that entered the sweepstakes had to tune into the season premiere on 26 October 2012 to see if they had won the prize of real Alaskan gold. By partnering with top US mobile network partners, we were able to turn Angry Bird experts and Doodle Jumpers into gold rushers and generate a significant volume of “Strike Gold” sweepstakes entries.