Executives at Discovery Communications Inc. lately seem to be chanting the
mantra, 'Local, local, local,' as they press ahead with promotions involving
their cable networks' affiliate partners and their own retail division.
Their latest promotion efforts, cutting across both Discovery Channel stores
and the affiliates, are tied into Discovery Channel's July 15 primetime event,
When Dinosaurs Roamed America. The two-hour, computer-animated special
follows up on last year's ratings hit, Walking with Dinosaurs.
The centerpiece of the promotion is an affiliate sweepstakes that has
attracted 360 operators nationwide, Discovery Networks U.S. promotion director
Beth Meyer said. There's also a related 12-market mall tour, running from June
30 through July 14. At each stop, an operator co-hosts an interactive exhibit at
a Discovery Channel Stores outlet.
AT&T Broadband is participating in four markets; Comcast Corp. and Cox
Communications Inc. in three apiece; Time Warner Cable in two; and Adelphia
Communications Corp. in one. They also will have the chance to install kiosks in
those stores, Discovery executives said.
The sweepstakes offers one grand-prize trip -- a 12-day dinosaur-themed
excursion trip encompassing a 'dino dig' in Colorado's Badlands and touring
dinosaur exhibits in London and Paris.
There has been 'huge demand' for the support materials, including animated
flash presentations for use on affiliates' Web sites.
At retail outfits, the materials include window clings and a point-of-sale
display with a motion-detector that causes a dinosaur to roar when consumers
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