Nat Geo Wild, which kicked off its week-long Big Cat Week lineup Sunday, has developed a multi-platform marketing campaign for the programming stunt as well as a promotional push for its broader Big Cats Initiative.
A major component of the The Big Cat Week programming stunt, which features seven nights of original and acquired content focusing on nature's big cat species, is a Time Warner Cable On Demand Sweepstakes that will net a grand prize trip for two to Africa for a safari adventure. Time Warner Cable subscribers in select markets can tune into a specific Nat Geo Wild promotional channel to enter the sweepstakes, which runs through Dec. 31, said network officials.
The network is also getting the word out for the stunt online through Twitter and Facebook messaging, as well as display ads on the YouTube, Hulu, TV Guide and Walk Light Media websites. In addition, the network is offering preview videos from the week's programming on Hulu and YouTube.
Nat Geo Wild is also hoping to bring attention to its overall Big Cat Initiative through a number of marketing tactics. Veteran actress Betty White has cut a public service announcement currently running on Nat Geo Wild promoting the network's Cause an Uproar global outreach and awareness campaign.
A second Big Cat PSA featuring the stars of 20th CenturyFox's theatrical movie We Bought a Zoo is currently airing across all Fox networks and Nat Geo Wild globally.
Premiere specials airing during Big Cat Week include The Last Lions; Return Of Clouded Leopards; Hunt For Shadow Cat; Night Stalkers: Jaguar Ambush; and Swamp Lions, said network executives.