The Discovery Channel is hitting the pavement with a street marketing campaign to promote the premiere of its latest special.
Walking with Cavemen debuts June 15. Just prior to the opening, 30 actors will roam the streets dressed as caveman—donning full garb, including prosthetic nose, brow, teeth and hair. The primitive-looking team will hand out promotional materials about the special, including 60,000 packages of branded trail mix.
The focus will be in high-traffic areas in New York, Los Angeles and Washington, DC, from June 12-15. The cavemen will engage in typical city activities such as riding the subway at rush hour, walking through Times Square at lunchtime or sunbathing on a California beach. Interference, Inc., New York City, handles the street component. Print, broadcast, billboards and online advertising support.
The promotion marks the first execution of a summer marketing blitz to launch Discovery Channel’s brand campaign, which features the new tag line, Entertain Your Brain. The overall campaign will run concurrently with an array of program-specific marketing efforts supporting Discovery Channel series and specials.
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