DEADLIEST CATCH Problem How do you get a survival reality show to connect with potential viewers? Solution Compare the show’s danger to the risks people face in everyday life. Background Deadliest Catch was returning to The Discovery Channel for its third season and producers wanted to ensure continued strong viewership. Objective The campaign objectives were to drive viewers to watch the season three premiere of Deadliest Catch and heavy up in key markets. The risks taken by the show’s participants led to the devel- opment of a campaign with the tagline, “There are no life lines.” Discovery wanted this message to reach consumers at the moments when they are conscious of their own “everyday lifelines.” Thisidea would be highlighted by attaching media to consumers’ everyday

Join for free to read