Last week we had discovery digital networks come in to talk about how they incorporate marketing into their content. Discovery digital takes a somewhat different route from other media outlets by generating their marketing materials in house, without the use of agencies, and actually incorporating marketing into the content instead of using old fashioned commercials.
A recent example of this in action was Discovery pairing with Volkswagen during shark week to create “Rescore Sharks and rescore volkswagen wagon”. During the Sharks Rescored mini documentary volkswagen wagons were portrayed in a new, powerful light, supporting the idea of “rescoring” sharks by creating a new graceful theme song for sharks, instead of the traditional intimidating jaws type songs. This was accompanied through web experiences at sharksrescored.com where the full symphony performance can be watched, along with quizzes and links to similar content. Sadly the discovery channel had to take down the site after the Volkswagen emissions scandal.
Discovery digital networks incorporates their partners (clients) into their content in order to create successful marketing that doesn't clog up browsers. Even with sponsored content discovery is always sure to make it something that aligns with their products, and not just another commercial.
Check out the Sharks Rescored mini documentary here: https://www.youtube.com/watch?v=j4P2DXA1nMo
And another great example with LG and their new OLED TVs: