The Marketing Arm

Wireless & Mobile Marketing

Case Study:
"I Shouldn't Be Alive"

  • Logo: Ipsh

Objective

  • Create a mobile marketing campaign surrounding the second season of Discovery Channel's "I Shouldn't Be Alive" first three programs as part of the company's overall marketing initiative to promote the series.
  • The campaign would include branded web pages, mobile wallpaper and ringtones, as well as program trivia and text messages, to help increase viewership among Discovery Channel's loyal audience base.

Strategy

  • ipsh! designed and hosted a series of web pages that allow users to register for "I Shouldn't Be Alive" text messages, and participate in an online and mobile trivia game, which automatically enters them into the show's sweepstakes.
  • The answers to the trivia could be found by watching the week's episode and enter them into the sweepstakes to win weekly prizes and one grand prize (an adventure trip) after the conclusion of the third episode.
  • To facilitate viral marketing, users could send text messages via discovery.com to encourage their friends to participate and win prizes.
  • By signing-up for the alerts, users (Cingular, T-Mobile and Sprint) were also able to download free wallpapers and/or ringtones.

Results

  • For more information, please contact the ipsh! office at (415) 355-9313.
  • "I Shouldn't Be Alive"
  • "I Shouldn't Be Alive"