For my video campaign class assignment, I chose to breakdown Discovery Channels marketing plan behind ”The World Is Just Awesome”.
The video campaign was first released on DiscoveryChannel.com on April 28, 2008. The objective was to create a Discovery Channel commercial marketed within Discovery Channel and it’s sister channel’s. Their promotion strategy was to brand themselves in a unique way, using a jingle and quick video snipets to promote its series based programs. (i.e. Dirty Jobs, Man vs. Wild, etc.)
The social media tools used to promote this video were embeded into dedicated and polished “channels”. One of the channels are shown on Discovery Channel’s ’The World is Just Awesome’ microsite, for fans to interact with and the second dedicated channel is on YouTube. This video campaign became viral, based on a collected number of views, shares and interactive fan video creation. Discovery Channel created a list of their favorites in YouTube categorized under the ‘Boom De Ah Dah’ Phenomenon.
Their Interactive Marketing Approach:
- Watch video
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Download music
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Download wallpapers and ringtones
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Watch fan videos
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Create your own video
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Dedicated Facebook wall share button
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Dedicated tool bar to share by email, any additional social media platforms on ShareThis, Yahoo Buzz, Facebook, Stumbleupon, Digg, Delicious and MySpace
Below are video stats of the expected results from YouTube for “The World is Just Awesome”
- 6,040,148 views
- 48,101 likes
- 688 likes
- 78,104 Favorites
- 22,045 Comments
- Listing dates of first featured video, its first embedded video, first refferal video and more
YouTube video stats for the "The World Is Just Awesome" on Discovery Channel
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