Video bus shelters, bus wraps and a Yahoo! homepage takeover are elements in the immersive marketing campaign promoting the June 8 debut of When We Left Earth: The NASA Missions on Discovery Channel.
Manhattan will be a major target for the out-of-home component, including the bus ceilings and subway car wraps, and the six video bus shelters scattered around town, in addition to coverage on the Times Square video board. In window units, using video and sound, will be placed in businesses on East 57th St, 6th Ave. and Columbus Ave.
The network plans a broad online presence. In addition to the Yahoo takeover, the promotion will take over CNN.com and interactive advertising will appear on NYTimes.com.
The special will feature never-before broadcast footage of America's early space missions.