How Discovery Collected Over 483 Million First-Party Data Records in 2018

Danny O'ReillyLast Updated: Media & Publishing

Discovery Inc. wanted to capture rich and valuable audience data…and lots of it. So, with a little helping hand from Wayin, they devised the Dream Home 2019 competition, giving its viewers the incredible chance to win a fully furnished waterfront paradise in Merritt Island, Florida.

THE CLIENT

Discovery are one of the leading developers of engaging lifestyle content in the home, nature, science and travel sectors for television, online and emerging digital platforms.

Whether the Cooking Channel, DIY Network, Travel Channel or HGTV to name but a few, Discovery’s portfolio of lifestyle brands have been providing wanderlust, ideas, encouragement and inspiring viewers for over 20 years.

MARKETING CAMPAIGN OBJECTIVES

  • Enable Discovery to capture a huge amount of first-party data
  • Generate additional ad revenue
  • Encourage subscriptions to Scripps free newsletter for future marketing efforts

THE SOLUTION: SWEEPSTAKES CAMPAIGN

With the 20 year anniversary of HGTV looming, Discovery wanted to deliver something extra special to mark such a momentous occasion.

With the prize of a luxurious home on offer, they just need the mechanics to process competition entries and harness all of the data.

Discovery launched a simple sweepstakes competition, that could be completed in 3 easy steps.

  1. Enter provide email address
  2. Provide a small amount of personal data and sign up to none, one or more Discovery newsletters from its portfolio of lifestyle brands
  3. Submit

ScrippsDreamHome

Discovery also utilized social sign-in integration, meaning participants could use their contact details from Facebook, Twitter or Google Plus to quickly populate data fields and speed the already simplified user journey up.

After filling in some basic personal info, entrants were then nudged to sign-up to some of Discovery’s various weekly and monthly newsletters for its requisite brands to further drive engagement once the campaign had finished.

ScrippsDreamHome2

To help generate additional ad revenue, Food Network used an event module in the Wayin Platform to trigger new ads to be displayed as the participant moved between the stages of the sweepstakes. The winner was selected in a random draw.

THE RESULTS

“Wayin has allowed us to securely collect customer data and activate key audiences. We have experienced an uptick in response rates and customer engagement as a result.”

  • 483 million first-party data records captured in 2018

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