Digital Innovation @ Discovery - Going beyond Social - #SPARK15
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GET SOCIAL GO DEEP GIVE BACK
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Transcript of Digital Innovation @ Discovery - Going beyond Social - #SPARK15
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 bornwhen hope is ignited
ObjectiveEngage viewers around the world and on every platformto watch, be inspired, and take action.
AudienceViewers in 220 countries and territories around the world.
Plan• #StartWith1Thing• Behind the Scenes video• 30 Days Social countdown• Educator Outreach• Virtual Reality
