RealTime IT News

Discovery Taps i-traffic for Marketing Campaigns

Cable television giant Discovery Networks and i-traffic Monday will develop interactive marketing campaigns for several of its leading television networks, including the Discovery Channel, the Discovery Kids programming block and Animal Planet.

The deal follows i-traffic's recently completed work with Discovery Networks' Discovery Channel on the "Raising the Mammoth" and "Walking with Dinosaurs" programs, two of the highest rated documentaries in cable television history.

To attract viewers to the "Mammoth" program, i-traffic developed "The Wonder Window," which allowed users to view streaming video, along with facts about mammoths, in a pop-up window. The campaign also delivered text reminder messages to cellular phone users in the days leading up to the program.

"i-traffic's innovation, creativity and experience have helped us break new ground with our Internet advertising," said Valerie Grady, vice president, Discovery Networks' advertising and promotion.

Under Monday's announcement, i-traffic became responsible for online marketing for several television shows airing this summer, including "Croc Week" for Animal Planet and "Shark Week" for the Discovery Channel.

"i-traffic is proud to be working with Discovery Networks' family of channels that produce the most powerful and entertaining non-fiction programming today," said Ron Kovas, President, i-traffic.

i-traffic is the marketing division of AGENCY.COM.