Overview, Goals, Target The site was aimed to target a specific audience. We used the web as a medium to reinforce the brand, optimize click through rates and provide high visibility to the new show.

Creative Strategy The strategy outlined a progressive release of special features and content to keep the 18 to 29 year old gamer audience engaged.

Interactive Minisite A special feature of the site was kept exclusive, accessible only by codes collected from heat-sensitive print ads created by Discovery. This tactic was designed to simulate the use of gaming codes to access special features.

Xbox Promotion Discovery partnered with XBOX for a special promotion, giving away 2 million XBOX Live points. This tactic drove more traffic to the site, sparked blog discussions, and helped develop an email list.

Full Site Launch The launch of the full website provided users with games, widgets, exclusive videos, and new content to explore.