Cablefax The Magazine - July 2022 - 21
AFFILIATE MARKETING
1
2
ST
2021 Shark
Week Affiliate
Promotions
Shark Week celebrated its 33rd year in
2021, and Discovery's affiliate marketing
team found a way to once again deliver
a big bite via numerous multi-platform,
multi-affiliate promotional marketing
campaigns. Initiatives were customized to provide each affiliate
with what it most needed. The team worked with Comcast to curate
Shark Week within the X1 platform, making it an on-demand destination,
screensaver and custom voice command. To build employee
engagement, Discovery hosted a Shark Week virtual employee
screening event. The affiliate marketing team created custom shark
memes and zodiac signs for Hulu that the streamer's users could
share and interact with on Hulu's social pages. For Cox, Shark
Week received premier STB/VOD placement that included a Shark
Week trivia game within Contour's interactive game hub. Discovery
created a custom Shark Week summer prize pack promotion for
Verizon Fios that included a discovery+ special offer for the Verizon
Up rewards program. In exchange for the giveaway, Verizon supported
Shark Week with tune-in cross-channel spots on air. The list goes on
and on, proving that successful affiliate marketing campaigns do not
take a one-size-fits-all approach. The campaigns garnered 97 million
impressions, generating unprecedented ROI for Discovery Channel.
Shark Week 2021 delivered record ratings, claiming the #1 cable network
in primetime during Shark Week among P/M25-54, P/M18-49, and
P/M18-34 (excluding sports programming).
ND
3
Magnolia Network
Linear Debut
With DIY Network transitioning to Magnolia Network on Jan. 5,
2022, Discovery's affiliate marketing team got to partake in a little
house flipping of its own. This robust marketing plan for affiliates
included a Magnolia Network hub, a fully custom page on
discoveryaffiliate.com that served as a one-stop-shop for all things
Magnolia Network, from press announcements to programming
updates-even content sneak peeks. The team also produced
monthly newsletters, branded mailers and an extensive marketing
toolkit to raise awareness.
thefaxies.com
Hogar de HGTV
2021 Affiliate
Network Launch
To welcome Hogar de HGTV to Verizon and DirecTV last fall, the
Discovery team collaborated with the Hispanic marketing teams
at each distributor. Elements included a holiday mocktail kit and
demonstration video with Chef Grace Ramirez for a customer
offer activation and a custom activation to reach Verizon customers
through its loyalty program with over 11 million enrolled
subscribers.
July 2022
21
RD
PLACE
PLACE
PLACE
http://www.discoveryaffiliate.com
http://www.thefaxies.com
Cablefax The Magazine - July 2022
Table of Contents for the Digital Edition of Cablefax The Magazine - July 2022
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