Microsoft’s Multiple Lines Snag Big Ad Fish

Discovery Channel hopes you’ll discover season five of its “Deadliest Catch” television series. To increase their odds that you will, Discovery is baiting all the media hooks that Microsoft has–MSN, MSN Mobile, Windows Live Hotmail, Microsoft Live Search and Xbox LIVE.

The main advertising push will be happening across Microsoft’s Media Network on Tuesday April 14, 2009, the launch date of the new season. The campaign will feature the first-ever home page conjunction takeover across MSN and MSN Mobile and a Deadliest Catch Text to Win Sweepstakes originating on the Xbox LIVE platform.
Discovery plans to give away 2 million Microsoft Points to an expected 5,000 winners during a four-day period. In conjunction with this campaign, Discovery will run long-form video teasers to excite the Xbox audience about tuning in to the season premiere.
Microsoft will also participate in the first-ever CatchCon event — a “Deadliest Catch” one-day fan festival being held at the Bell Harbor Conference Center in Seattle, on April 25.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.