DISCOVERY TAKES ONE GIANT LEAP WITH LINCOLN, SIMMONS AND 1-800-HI-ITS-ME
By Adnews Staff
Thirty years after man first set foot on the moon, Discovery Channel Canada, based in Toronto, is celebrating with a viewership contest called "One Giant Leap". The contest is an on-air promotion coinciding with Discovery's presentation of the documentary "One Giant Leap: The Legacy of Apollo 11". The contest is aimed at driving viewership to the program. Partnering up with Discovery are three on-air sponsors: automotive company Lincoln, mattress manufacturer Simmons and 1-800-HI-ITS-ME, a collect-call discounter. Each of the sponsors will receiving on-air recognition as well as promotion on the One Giant Leap website and in consumer advertising. During the broadcast of the special, random commercial breaks will include a 10-second spot sponsored by one of the three firms. A trivia question about the moon landing will be asked and viewers will be prompted to call a 1-800 number to be entered in a draw to win. Each sponsor will be offering a different grand prize. Lincoln will be awarding one winner his-and-hers leather jackets, Simmons will award a Beautyrest mattress and box spring and 1-800-HI-ITS-ME will be offering a cash prize. The contest is being supported by a two-week on-air campaign featuring rotating 30-second spots created in-house by Discovery Channel.