Discovery Channel is offering subscribers the chance to win
all-expense-paid outdoor adventures for two -- and giving its cable affiliates the
opportunity to generate extra advertising revenues -- through its turnkey
"Eco-Challenge Sweepstakes," set to run through April 12.
New and current subscribers in affiliated markets will be
eligible to enter to win their choice of mountain biking in Utah, horseback riding in
Montana, kayaking in Washington's San Juan Islands or hiking in Yosemite National Park.
Through cross-channel ads, cable affiliates will drive
viewers to the entry forms at retail sites of sponsoring advertisers, which will vary
market to market, according to Beth Meyer, manager of national promotions, affiliate sales
and marketing for Discovery.
Discovery has provided a turnkey package of collateral
materials that affiliates can use for the promotion, including cross-channel spots and
sweepstakes-entry boxes for retailers.
The local retailers -- many of which sell sports- and
fitness-related products, such as hiking boots and surfboards -- will also be encouraged
to showcase their own merchandise in the promotion by awarding local prizes, Meyer added.
The promotion is tied to an annual multisport competition
called "Discovery Channel Eco-Challenge," which is set to air April 11 and 12 on
the network. This year's expedition was held in Morocco.
A total of 11 million subscribers are expected to be
exposed to the Eco-Challenge promotion, Meyer said, adding that the network hopes to build
the promotion over time until it rivals the success of its "Shark Week"