News

Discovery Sets Offbeat Push for Cavemen

6/02/2003 8:58 AM Eastern

Discovery Channel announced Monday that it will support the June 15 primetime
premiere of Walking with Cavemen with a national integrated-marketing
campaign.

The highlight of the campaign, the network said, will be a troupe of 30
actors in caveman garb who will roam around New York, Los Angeles and
Washington, D.C., for four days June 12-15. They'll also ride the subways in New
York and sunbathe on beaches in the Los Angeles area.

In the process, these cavemen will distribute promotion material about the
special, along with 60,000 packages of "Caveman Crunch" trail mix, the network
said.

New York-based Interference -- which was named one of Brandweek's
"Guerilla Marketers of the Year" -- is handling this phase of the campaign.

In addition, Discovery will promote Walking with Cavemen via video
billboards on Sunset Blvd. in Los Angeles and Macy's Vision in Manhattan and
cinema spots in theaters in the top 25 markets, as well as more traditional
media (television, radio, print and online).

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