Microsoft Nets Ad Deal With Discovery ChannelBy: Mike Sachoff - April 13, 2009
Microsoft is running its first ad campaign that simultaneously combines Internet, mobile and video game ads to promote the Discovery Channel’s fifth season of the fishing documentary "Deadliest Catch."
Microsoft says the one-day campaign with the Discovery Channel has enabled it to sell 90 percent of its advertising inventory. The advertising campaign will be on MSN, MSN Mobile, Windows Live Hotmail, Microsoft Live Search and Xbox Live.
The campaign will feature a variety of Microsoft-developed video, mobile and interactive media, as well as in-game advertising.
"The doors to our one-stop shop are open," said Keith Lorizio, vice president of U.S. sales, Microsoft Advertising.
"The Deadliest Catch campaign demonstrates how we are making it easier for customers to buy and integrate multiplatform digital campaigns. In partnership with just one publisher, advertisers reach a targetable, premium online audience where they consume digital content most – PC, mobile and TV screens."
For the premiere of "Deadliest Catch" tomorrow night, Discovery will take over MSN.com, MSNBC and Fox Sports.
Mobile phone users will be able to visit the MSN Mobile homepage and enter their cell phone numbers to receive reminders via text to watch or record the show. The Xbox Live platform will have a "Deadliest Catch Text to Win Sweepstakes." The sweepstakes provides users with a specific mobile SMS code to text for a chance to win Microsoft Points that can be used to buy games movies and television shows.