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Digital Innovation @ Discovery - Going beyond Social - #SPARK15

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TrackMaven

Shark Week, Gold Rush, and MythBusters… They’re just a few of the Discovery Channel franchises that have been successful thanks to digital engagement and marketing. But, in a competitive and crowded market, it’s not as simple as putting out a few Tweets and Facebook posts. What do you do when social media becomes the norm? How can you innovate beyond the primary social platforms or on them? Learn about Discovery’s approach that keeps their shows and brand winning year after year.

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GET SOCIAL GO DEEP GIVE BACK
Social media meets social action
The Bullseye: Seriously Social
The Bullseye: Seriously Social
Shark Week Go Deep and Give Back • Sharkopedia: Authoritative Fun • Shark Finbassadors: Experts Takeover • Save Sharks: Fan Take Action Get Social • Facebook: Native Video + Social + Celeb • Snapchat: Engaging a Younger Demo • Meerkat: New Partnership • Instagram: Finbassadors • Pinterest: Engaging the Female Demo • Giphy: GIFs = Hype
Shark Finbassadors
Sharkopedia • Nearly 2,000 hours over 7 months • Over 400 individual pieces of content • Over 30 custom illustrations • Fully sourced and credited • Highly visual and interactive • Aimed at a general audience wanting to know more about sharks
The Results... • Highest-rated SHARK WEEK ever • +111% year over year lift in visitors to SharkWeek.com with 6M visitors • +300% growth on Instagram • #1 spot on Nielsen Social TV Ratings for four days in one week • Over 20M Facebook video views • Sharkopedia accounted for over 8M video and page views
Discovery VR
Treasure Abounds When You Keep Digging
A movement is born when hope is ignited
Objective Engage viewers around the world and on every platform to watch, be inspired, and take action. Audience Viewers in 220 countries and territories around the world. Plan • #StartWith1Thing • Behind the Scenes video • 30 Days Social countdown • Educator Outreach • Virtual Reality

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Digital Innovation @ Discovery - Going beyond Social - #SPARK15

  • 5. Shark Week Go Deep and Give Back • Sharkopedia: Authoritative Fun • Shark Finbassadors: Experts Takeover • Save Sharks: Fan Take Action Get Social • Facebook: Native Video + Social + Celeb • Snapchat: Engaging a Younger Demo • Meerkat: New Partnership • Instagram: Finbassadors • Pinterest: Engaging the Female Demo • Giphy: GIFs = Hype
  • 7. Sharkopedia • Nearly 2,000 hours over 7 months • Over 400 individual pieces of content • Over 30 custom illustrations • Fully sourced and credited • Highly visual and interactive • Aimed at a general audience wanting to know more about sharks
  • 8. The Results... • Highest-rated SHARK WEEK ever • +111% year over year lift in visitors to SharkWeek.com with 6M visitors • +300% growth on Instagram • #1 spot on Nielsen Social TV Ratings for four days in one week • Over 20M Facebook video views • Sharkopedia accounted for over 8M video and page views
  • 10.
  • 11. Treasure Abounds When You Keep Digging
  • 12. A movement is born when hope is ignited
  • 13. Objective Engage viewers around the world and on every platform to watch, be inspired, and take action. Audience Viewers in 220 countries and territories around the world. Plan • #StartWith1Thing • Behind the Scenes video • 30 Days Social countdown • Educator Outreach • Virtual Reality