• April 14, 2009

To promote the upcoming fifth season of "Deadliest Catch," the Discovery Channel has teamed up with Microsoft to launch a simultaneous three-screen campaign on Tuesday.

Under the deal, Discovery will take 90% of the available inventory across MSN, MSN Mobile, Windows Live Hotmail, Microsoft Live Search and Xbox LIVE to promote the cable TV series' prime-time debut.

The effort will include various Microsoft video, mobile and interactive technologies as well as in-game advertising via Microsoft subsidiary Massive Inc. Besides taking over the MSN Mobile home page on Tuesday, another Microsoft unit, ScreenTonic, will launch a related mobile site allowing viewers to get text alerts reminding them to watch the show.--Mark Walsh