or


[03/04/11 - 12:29 PM]
Animal Planet Packs a Punch With Innovative and Creative Marketing Campaign for "Taking on Tyson"
The six-part docudrama debuts this Sunday, March 6 at 10:00/9:00c.

[via press release from Animal Planet]

ANIMAL PLANET PACKS A PUNCH WITH INNOVATIVE AND CREATIVE MARKETING CAMPAIGN FOR "TAKING ON TYSON"

Network's Marketing Effort Mixes Traditional and Non-Traditional Elements to Underscore the Intimate, Personal Transformation of a Legendary Athlete and Reaches a Surprisingly New Audience for Animal Planet

(March 3, 2011, New York, NY) - Animal Planet launches its groundbreaking series, TAKING ON TYSON, with an extensive and provocative multi-platform marketing campaign designed to reach both men and women; engage those who already think they know Mike Tyson; and provoke those who should discover his surprisingly human side. In addition to a traditional media plan, the network's marketing unit has created innovative partnerships with a diverse range of national media brands, including the ESPN family of networks, Wenner Media publications (US Weekly, Rolling Stone and Men's Journal), African-American media, local radio promotion and online through FunnyorDie.com. Throughout the week prior to premiere, TAKING ON TYSON spots will run across key cable outlets including A&E, History and TNT as part of a traditional buy.

TAKING ON TYSON, a six-part docudrama debuting Sunday, March 6, at 10 PM, delivers on the network's "Surprisingly Human" brand platform, showcasing sides of Mike Tyson's enigmatic personality as never before seen. The series profiles the former athlete as he reconnects with his roots and returns to his childhood neighborhood to embrace his passion for pigeons and face his next challenge, pigeon racing.

"The marketing campaign supports the "Surprisingly Human" aspects of the series and was designed to feel big, revealing, relatable and bold," says Victoria Lowell, senior vice president of marketing & operations for Animal Planet. "We'll have presence within content that features human interest stories to reflect that TAKING ON TYSON is an intimate look at a man in the midst of a personal transformation."

Integrated Partnerships

The depth of Tyson's transformation is reflected in the multiple layers of Animal Planet's integrated partnership deals. To promote the series, Tyson will have a significant presence throughout the ESPN media family during the week leading to the premiere. Custom content on ESPN2, ESPN Classic and ESPN.com will be complemented with print units and advertorials in ESPN The Magazine. Articles and interviews on ESPN.com will peel back the layers on this complex athlete in his post-boxing career life. Animal Planet also collaborated with Wenner Media for a multi-platform partnership that includes full-page ads in US Weekly, Rolling Stone and Men's Journal as well as advertorials in the first two of these publications in addition to TAKING ON TYSON home pages takeovers of USWeekly.com and RollingStone.com with supporting media on MensJournal.com.

Out of Home

TAKING ON TYSON will dominate the Times Square subway station in New York throughout the entire month of March, creating - literally - an in-your-face, larger-than-life installation featuring Mike Tyson as never seen before, leveraging both his tough exterior and soft interior. The station domination and takeover deliver on "Surprisingly Human" by using artistic creative that positions Tyson as a character sharing equal time with his beloved pigeons. In addition, there is a billboard on the West Side Highway with similar creative. The marketing creative also plays upon New York as a character itself in the city, so the buy and placement go hand in hand with the creative.

Spots will run in National Cinemedia theaters within major films like The King's Speech and Black Swan. Mike also was featured in the groundbreaking online forum FunnyorDie.com as he taped Oscar film-related comedy spoofs. For the first time, Animal Planet is running a YouTube homepage takeover which will run the day of premiere and will provide a sneak peek of TAKING ON TYSON and two featurettes - "Hear Tyson Unedited" and "Meet the Contenders." The YouTube takeover also will allow viewers to "Take on Tyson" in the activity of their choice.

Targeting the African American Audience

In addition, Animal Planet has dedicated a portion of their marketing budget to target the African- American demo. Spots will run in BET's The Game, TBS' Meet the Browns and the CIAA Basketball Tournament. Additionally, Animal Planet will promote TAKING ON TYSON in three of the nation's leading syndicated African-American morning radio shows - Tom Joyner, Rickey Smiley and Russ Parr. During the week of premiere, the radio hosts will encourage listeners to enter for a chance to compete against Mike Tyson in an on-air trivia contest with a chance to win a grand- prize trip to New York City.

About TAKING ON TYSON

From the rooftops of Jersey City to the streets of Brooklyn, this six-part docudrama profiles enigmatic Mike Tyson as the boxing legend reconnects with his roots and returns to his childhood neighborhood to face his next challenge. Tyson has held a lifelong passion for raising pigeons. They've provided him with solace, tranquility and escape throughout his difficult childhood and tumultuous life. Now, along with a band of close friends who share his love for these avian athletes, he enters the fascinating realm of pigeon racing. TAKING ON TYSON is a bizarrely enriching window into Mike Tyson's complex life, where the path to self-awareness, the rehabilitation of a man's humanity, the vision into the future... is with these birds.

About Animal Planet

Animal Planet Media (APM), a multi-media business unit of Discovery Communications, is the world's only entertainment brand that immerses viewers in the full range of life in the animal kingdom with rich, deep content via multiple platforms and offers animal lovers and pet owners access to a centralized online, television and mobile community for immersive, engaging, high-quality entertainment, information and enrichment. APM consists of the Animal Planet television network, available in more than 97 million homes in the US; online assets www.animalplanet.com, the ultimate online destination for all things animal; the 24/7 broadband channel, Animal Planet Beyond; Petfinder.com, the #1 pet-related Web property globally that facilitates pet adoption; and other media platforms including a robust Video-on-Demand (VOD) service; mobile content; and merchandising extensi





  [march 2011]  
S
M
T
W
T
F
S
  


· TAKING ON TYSON (ANIMAL PLANET)











[09/30/14 - 02:53 PM]
"Monday Night Football" Helps ESPN Win the Night among All Networks
ESPN spins the numbers for Monday, September 29.

[09/30/14 - 02:18 PM]
"Parenthood" Delivered the Show's Highest 18-49 Rating in Live+3 Since October 3, 2013
NBC further spins the numbers for Thursday, September 25.

[09/30/14 - 02:04 PM]
Discovery Channel Moves Up the Cable Ranker and Into the Top Five for Adults and Men During 3Q14
Discovery spins the numbers for the quarter to date.

[09/30/14 - 01:22 PM]
Animal Planet Explores the Striking Similarities of People and Primates in the Natural History Special "The Real Apes of the Planet"
The new two-hour documentary premieres Tuesday, October 21 at 8:00/7:00c on the cable channel.

[09/30/14 - 01:02 PM]
Lifetime Announces Holiday Movie Slate for 2014
"An En Vogue Christmas," "Seasons of Love," "Wally Lamb's Wishin' and Hopin'" and "The Santa Con" will join the previously announced "Grumpy Cat's Worst Christmas Ever."

[09/30/14 - 01:01 PM]
Nickelodeon Is Top-Rated Total Day Network for 3Q and September 2014
Nickelodeon spins the numbers for the month and the quarter to date.

[09/30/14 - 12:59 PM]
Premiere of "Gotham" Leads FOX to Rank No. 2 for the Week Among Adults 18-34 and Fourth Among Adults 18-49
FOX spins the numbers for the week of September 22-28.

[09/30/14 - 12:55 PM]
FX Networks Stays in Relationships with "Married" and "You're the Worst"
"Married" is continuing on FX and "You're The Worst" is moving to its new home on FXX.

[09/30/14 - 12:20 PM]
TNT Extends Its Summer Victory by Ranking as Basic Cable's #1 Network in Primetime for Q3 2014 Among Total Viewers
Turner spins the numbers for the third quarter to date.

[09/30/14 - 12:14 PM]
Disney/ABC Television Group Announces the 13th Annual 2014 Talent Showcase, Presented by ABC Casting, Tuesday, October 7, in New York
The 14 featured actors were selected from nearly 7,000 candidates who submitted their resumes, and approximately 500 who auditioned for ABC casting executives in New York.

[09/30/14 - 12:13 PM]
Disney Channel Sweeps Total Day During 3Q 2014 in Total Viewers and Across All Major Youth Demos
Disney Channel spins the numbers for the quarter to date.

[09/30/14 - 12:09 PM]
Frances Berwick Named President of Newly Formed Lifestyle Network Group within NBCUniversal Cable Entertainment
Also, Adam Stotsky has been appointed General Manager of E! Entertainment, responsible for day-to-day operations of the network, in addition to his current role as President, Esquire Network.

[09/30/14 - 12:08 PM]
"The Great Halloween Fright Fight," A One-Hour Special to Haunt Households Before Halloween, Premieres October 28 on ABC
The new special will feature a number of families competing for the greatest haunted Halloween displays and a $50,000 prize.

[09/30/14 - 11:53 AM]
Comedy Central(R) Secures All-Star Cast for New Scripted Series "Another Period"
Lauren Ash, Michael Ian Black, Paget Brewster, Beth Dover, Brett Gelman, Brian Huskey, David Koechner, Jason Ritter, David Wain and Armen Weitzman will join series stars and creators Natasha Leggero and Riki Lindhome.

[09/30/14 - 11:23 AM]
The Kilcher Clan Returns to Discovery for Season Four of "Alaska: The Last Frontier"
This season, the Kilchers face unexpected and daunting challenges due to a historically warm winter.