Discovery in Microsoft Ad Tie-Up for Deadliest Catch

REDMOND: In the run-up to the premiere of the fifth season of Deadliest Catch, Discovery Channel has teamed up with Microsoft Advertising for a simultaneous three-screen ad campaign, spanning mobile, Internet and gaming.

Microsoft Advertising will integrate Discovery’s Deadliest Catch campaign across MSN, MSN Mobile, Windows Live Hotmail, Microsoft Live Search and Xbox LIVE. The main advertising push will happen on April 14 across Microsoft’s Media Network, the same day as the new season debut at 9 p.m. on the Discovery Channel. Discovery has purchased more than 90 percent of the advertising inventory owned on MSNBC, Fox Sports, MSN, MSN Mobile and Xbox LIVE for April 14 and will feature the first-ever home page conjunction takeover on MSN and MSN Mobile. Also, throughout the campaign, the Deadliest Catch will take advantage of MSN Video’s Entertainment and Sports channels. 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. The event will include an Xbox lounge featuring Greenwave’s Deadliest Catch Alaskan Storm video game for Xbox 360.

"The doors to our one-stop shop are open," said Keith Lorizio, the VP of U.S. sales for Microsoft Advertising. "The Deadliest Catch campaign demonstrates how we are making it easier for customers to buy and integrate multiplatform digital campaigns. In partnership with just one publisher, advertisers reach a targetable, premium online audience where they consume digital content most—PC, mobile and TV screens."

"Microsoft Advertising got it right on the first try," added Danelle Sabathier, the director of digital media marketing for Discovery Networks. "They showed us they have the audience reach, resources and original content at their fingertips to create killer ad campaigns that have the potential to drive buzz and excitement, which is exactly what we were looking for the fifth season of our hit show. We are thrilled with the level of service our team received and how simple the process was."