Drive awareness and hype around the launch of the hit U.S series 'Gold Rush' on Discovery Channel UK.
Capture audience attention and maintain engagement until the launch of the series. Drive viral shares and achieve strong reach & ratings.
An integrated Digital & Experiential campaign that gave participants the chance to win $25,000 of Alaskan Gold. The microsite included a series of viral games that reflected real scenarios and characters from the show, so as to provide a taste of what was to come and create advocates before the show had even launched.
Shortlisted in New Media Awards 2012 for the Consumer Products and Services category