AT&T, partnering with the Discovery Channel, sponsored the first broadband-enabled Live TV-to-Web premier of "When Dinosaurs Roamed America". This enhanced experience streamed content on Discovery's website complementing the real-time TV program our audience was watching. AT&T, as the sponsor of this event, had 2-minute online interstitial segments during commercial breaks that reinforced the AT&T brand while engaging the user with fun and contextually relevant content.
We developed a fully digital campaign to support this initiative with an online interactive paleo-exploration game as our main experience, making the user a member of a Paleontology team, and visiting various “dig sites” across America. Many other online components of the initiative included viral engagements, downloadable promo pieces and online ads driving to a promotional bridge on Discovery.com This campaign was awarded a Standard of Excellence award from the Web Marketing Association.
