We wanted to drive people to the Web site and entertain them to encourage repeat visitors and loyal viewers. By all measures, the campaign was a success, with more than 4 million visitors in the first 30 days.
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McLean, VA (Vocus) March 22, 2007
Pappas Group, a leading brand strategy and design consultancy, announced today that its creative work on an interactive campaign for Discovery Channel helped the network's newest hit show, Future Weapons, generate buzz and viewers. Future Weapons is a captivating series that takes viewers into the secret world of weapons development. The campaign, introduced in December and active today, seamlessly integrated traditional and new media to attract its target market of technologically savvy men ages 18 to 45.
Pappas Group worked closely with Discovery Channel to create a trickle effect to help pique interest, engage the show's target audience and build momentum and buzz leading to the premiere.
"We were very pleased to find a local agency that could become a strategic partner for the campaign, and had the capability to execute 'game-like' interactive features that appeal to the show's target audience," said Julie Willis, senior vice president, marketing, Discovery Channel.
The campaign launched on Dec. 15, 2006, with a 15-second teaser commercial enticing people to visit the show's Web site, http://www.readyaimfuture.com, to learn more about the Jan. 15, 2007, premiere. Visitors discovered a 30-second flash video, on par with today's video games, which blasted them through a steel door to find host Richard "Mack" Machowicz armed with a futuristic grenade launcher as well as a video screen providing details on the host's weapon and ammo. Visitors were informed they would be granted full access to the Web site on Dec. 25 and could download a countdown widget, providing them with information and interactive features leading up to the premiere.
Advertisements were placed in Time, Wired and Popular Science as well as outdoor billboards in Manhattan bus shelters to drive people to the launch of the extended Web site on Dec. 25. Ten of the bus shelters provided Bluetooth-enabled HDTV screens transmitting video clips to passersby, prompting them to visit the Web site. Pappas Group designed the site with interactive features including a weapon zone allowing visitors to interact with weapons featured on the show as well as compete for free Microsoft X-Box Live Points in the days leading up to the premiere.
"By breaking the mold and redefining expectations, the Discovery Channel grabbed potential viewers' interest in FutureWeapons in a fresh way," said Anthony Pappas, President and Founder of the Pappas Group. "We wanted to drive people to the Web site and entertain them to encourage repeat visitors and loyal viewers. By all measures, the campaign was a success, with more than 4 million visitors in the first 30 days."
Pappas has delivered integrated campaign strategies for Fortune 500 companies including Nike, Blackboard, Mazda, Toyota as well as innovative start ups GridPoint and ObjectVideo.
To view the original FutureWeapons teaser Web site, visit http://www.pappasgroup.com/future-weapons.html
About Pappas Group
Pappas Group, a leading brand consultancy and design firm, offers strategic and creative services across traditional and interactive mediums. Pappas Group played a key role in establishing the brands of commercial and non-profit entities including The Discovery Channel's Future Weapons TV series, Blackboard, ObjectVideo, GridPoint, Oceana and the Corcoran College of Art + Design. Pappas Group accolades include The Addys Awards, Webby and Print Magazine Interactive Award. On the Net: http://www.pappasgroup.com
Abel Communications for Pappas Group