• by OMMA Magazine Writers , September 3, 2010

Discovery, working with PHD and AKQA, launched an online campaign leading up to the premiere of "Life" that brought the stars of the series - animals and plants - to life online. Animals walked across homepages of Yahoo, Microsoft and NYTimes, encouraging viewers to watch a "Life"-themed video. Discovery was the first advertiser to take over the newly designed MSN.com, using expandable HD videos. The premiere of "Life" reached 11.8 million viewers, almost 2 million more than the debut of "Planet Earth." The "Life" campaign also resulted in 592,493 online clicks and more than 80,000 Facebook fans.