Microsoft, Discovery team for 'Deadliest Catch' ad campaign

Microsoft Advertising announced an agreement with the Discovery Channel to launch a simultaneous three-screen advertising campaign promoting the upcoming fifth season of the cable reality series Deadliest Catch. Per terms of the campaign, taking place April 14, Discovery will purchase 90 percent of available inventory across the MSN, MSN Mobile, Windows Live Hotmail, Microsoft Live Search and Xbox LIVE channels to promote the primetime season debut of Deadliest Catch, which documents the lives of crab fishermen in the waters of Alaska. The campaign will feature a variety of Microsoft-developed video, mobile and interactive media efforts, as well as in-game advertising assets supported by Microsoft's Massive Inc. subsidiary. In addition, on April 14 Discovery will take over the MSN Mobile home page, with Microsoft subsidiary ScreenTonic introducing a related WAP site enabling viewers to receive tune-in text alert reminders for the show.

For more on the Deadliest Catch campaign:
- read this release [1]

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