To boost fan engagement and encourage users to download and consume exclusive content on the Animal Planet GO app, Discovery is capitalizing on the excitement from The Zoo finale in its latest sweepstakes; The Zoo Experience. So if you fancy being in with the chance to win a trip for four to NYC and The Bronx Zoo, why not get involved and enter now!
* Live campaign available to view for US residents only
MARKETING CAMPAIGN OBJECTIVES
- Introduce Animal Planet viewers to additional content available on the GO app
- Drive downloads and repeat usage of the Animal Planet GO smartphone app
- Capture valuable first-party audience data from sweepstakes entries
With the anticipation and excitement building for the finale of Animal Planet’s award-winning series; The Zoo, Discovery is driving engagement amongst viewers and website visitors with a data-centric sweepstakes. The sweepstakes is the perfect way to introduce Animal Planet viewers to tons of additional content available through the GP app, including past seasons, exclusive pre-premieres and behind-the-scenes footage of their favorite programs. To incentivize participation, Animal Planet is giving those who enter the exciting chance to win a trip for four to New York City and The Bronx Zoo. Not only will the lucky winners get the chance to meet the animals from the series up close and personal, but they will also receive flights, hotel accommodation, daily spending money and transport to and from the Bronx Zoo, giving participants every reason to get involved!
With three unique stages, participants can kick-start their entry by downloading the Animal Planet GO app on their favorite device, or go to Animalplanet.com. They can then stream episodes of The Zoo and watch to receive the code to enter the sweepstakes. Firstly, participants are required to submit their email address to the form provided, before entering their sweepstakes code. They can then continue to complete the form, submitting their name, address, phone number, gender, date of birth and cable provider.
To confirm their entry, participants can select, subscribe and enjoy free newsletters from Animal Planet, as well as sweepstakes updates and special partner offers. Discovery can sync the data captured through their opt-ins directly to its CRM database; targeting consumers with relevant information they wish to receive.
Forrester Report: Consumer Data: Beyond First And Third-Party
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