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Background
Discovery Channel, the premier real-world entertainment network boosted their brand engagement and captivated Australian and New Zealand audiences with a once-in-a-lifetime competition.
Summary
Discovery Channel, the premier real-world entertainment network boosted their brand engagement and captivated Australian and New Zealand audiences with a once-in-a-lifetime competition.
Challenges
  • To create excitement around the brand, target new audiences, and encourage online engagement.
Solutions
  • A digital competition integrated across website and social media channels.
Outcome
  • Extended reach and increased brand visibility through audience engagement and media coverage.
Discovery Channel is a global media and entertainment network captivating audience with the best of real-world entertainment, news stories, documentaries and lifestyle shows across satellite and subscription television platforms.  

Background

As part of Discovery Networks global portfolio, Discovery Channel launched the Australian and New Zealand arm of their flagship brand in 1995, offering viewers a mix of premium local and international nonfiction television programming on Foxtel in Australia and Sky NZ in New Zealand.

Challenges

Discovery Channel wanted to create excitement around the brand, target new audiences, and encourage engagement, particularly across digital and social media channels.

Solution

Discovery Channel aimed to run an exciting new competition offering entrants a chance to become the first global intern for Discovery Channel. The winner would travel free to Singapore, London, Iceland, New York City and Italy, and visit Discovery Networks headquarters documenting their adventures on Discovery Channel’s social media channels and in a new blog. 
 
Salmat proposed a 10-week long game of skill competition with entries to be shortlisted through rounds of public voting and the final winner chosen by Discovery Channel. Voters also went into the draw to win $1000 to incentivise audience participation.
 
Salmat’s competitions platform was used to build and customise the campaign. This allowed Discovery Channel to capture entries from their website and social media accounts, and access real-time competition reporting across all channels to monitor and optimise performance. 
 
To boost Discovery Channel’s website traffic and social media engagement, entrants were required to submit an inspiring travel photograph for audiences to view and vote for via the Discovery Channel website, Facebook and Instagram. 
 
The 50 most popular submissions were shortlisted, with entrants then tasked to create a video and blog content subject to a second round of public voting. The top five entrants progressed to the final interview stage where Discovery Channel judges determined the winner.

Results

The competition achieved an overwhelming public response with 10,000 entries submitted, nearly a million votes cast, and captured 4,000 new entrants to Discovery Channel's marketing database of 35,000, for future promotions. 

The promotion received positive PR coverage in Australia and New Zealand and across television, print and digital media, with one finalist appearing on New Zealand breakfast TV in a bid to promote his entry. 

Aside from increasing awareness and engagement around the Discovery Channel brand, the  innovative design of the competition uncovered a wealth of untapped talent, delivering valuable consumer-generated content for Discovery Channel to leverage across traditional and digital channels, with the winner to become on-air talent and an ongoing contributor to Discovery Channel’s blog and social media accounts.

To learn more about digital competitions and promotions, call us today on 1300 725 628.

Additional Results:

  • 10,000 entries submitted: Over 5,200 viewers submitted a photo for consideration; 342,000 votes in the 1st round and over 637,000 votes in the final round.
  • Nearly a million votes cast.
  • Positive PR coverage generated across TV, print and digital media.
  • Nominated for Discovery Communications annual John Hendricks Innovation Awards, celebrating creativity, innovation and ambition across the company’s global offices.
  • 2017 ASTRA Industry Awards Finalist for excellence in marketing, advertising and promotion in subscription TV, Most Outstanding Off-Air Promotion category.