Discovery Says Yahoo! To 'Life'
Programmer Inks Multifaceted Marketing Package To Tout March 21 Premiere Of Nature Series
Mike Reynolds -- Multichannel News, 3/18/2010 5:35:24 PM
Discovery has mapped out an extensive marketing endeavor with Yahoo! to give life to its upcoming nature series event.
Breaking on Yahoo! on March 20, the initiative includes an array of elements supporting the March 21 premiere of the 11-part series Life, which explores a number of Earth's living things and their odd and spectacular behavior and is narrated by Oprah Winfrey. Deal terms were not disclosed.
In a first, Discovery will takeover Yahoo!'s home page, including floating elements, on the premiere date. Users will be able to select a Life-themed design that will remain up on the computer for the balance of the day.
In another firsts for the portal, Discovery will have use of Yahoo!'s rich ads in search and have tandem units that interact on the Yahoo! Mail welcome page.
Elsewhere, users will be able to change their icon to adopt the different animals featured in the series as their Yahoo! Messenger display image; they will be able share Life video with Yahoo! Messenger buddies; and check out previews of upcoming series' installments.
Discovery's package also encompasses sponsorship of the NCAA scoreboard on Yahoo! Sports on March 21, as this year's version of March Madness moves toward the Sweet 16, and a Yahoo! Mobile front page takeover on March 20-21 aimed at adults 25 to 54.
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