Discovery Channel / Gold Rush launch campaign
www.discoveryuk.com/web/gold-rush/
Integrated digital and experiential campaign to launch Gold Rush on Discovery Channel UK.
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Discovery Channel / Gold Rush launch campaign
www.discoveryuk.com/web/gold-rush/
BRIEF
Drive awareness of the launch of the hit US TV series Gold Rush on Discovery Channel UK to deliver strong reach and ratings.
WORK
The challenge was to capture the attention of the audience with a campaign that would bring to life the drama and adversity faced by the Gold Rush miners throughout the series.
The solution was an integrated campaign that launched with an online competition and culminated in a live treasure hunt on the streets of London with five teams competing to win $25,000 of Alaskan gold.
Digital: Kodu designed and developed an online competition that challenged contestants to complete 6 game-based tasks, each one dramatising real situations in the show. Social sharing was put at the heart of the campaign to encourage a viral response, facilitated by Facebook and Twitter share buttons on the site. A Gold Rush Facebook page was set up to engage Discovery Channel UK's existing fanbase, and rich media ad placements acted as traffic drivers to the site.
Experiential: Five lucky contestants were picked from the database to compete in the live Gold Rush treasure hunt. Using GPS devices and written clues, contestants had to make their way around five gold-themed locations in Central London before sprinting for the finish line in the quickest time to win the gold. To see what happened when ‘Gold Fever’ struck, click here.