Discovery Channel announced that its latest computer-animated dinosaur
special, When Dinosaurs Roamed America, has been sold to Audi AG, Subaru of America Inc., Universal
Pictures and PepsiCo Inc.'s Sierra Mist.
The two-hour special, due July 15 in primetime, will focus on newly
discovered dinosaur species found in various parts of the United States.
In addition, as a tie-in with Universal's upcoming theatrical, Jurassic
Park III, Discovery said it will schedule such programming as Walking
with Dinosaurs at 8 p.m. nightly from July 16 through the film's July 18
premiere. There also will be segments with Jurassic Park III's stars, as
well as a sneak peek at the sequel.
Discovery.com, meanwhile, will tie in with When Dinosaurs Roamed
America to offer its first synch-to-broadcast enhanced-TV event in
association with Liberty Livewire Corp. and ACTV Inc.
Moreover, the network has signed 235 affiliates so far to participate in its
tie-in sweepstakes, the grand prize of which will be a trip to a 'dino dig' in
Colorado, as well as to dinosaur exhibits in London and Paris.
Discovery Channel Stores will promote the special via window banners,
shopping bags and signage about the network's 'Name the Dino' sweepstakes, in
which youngsters aged eight to 14 can submit names for a new species revealed
during the primetime special.