Doers have an intrinsic spirit of adventure in their nature. They want to get more out of life and are always open to new experiences. Halls wanted to inspire them to keep fighting to overcome any challenge, and what better challenge than Desafío Discovery (The Discovery Challenge) – Discovery Channel’s ultimate survival competition in Latin America?

Discovery had the content format ready to go. The competition would take place in some of the region’s most arduous terrains and would be captured by the network’s cameras for a regional television premiere that would air throughout Latin America. Conditions were perfect to integrate Halls’ brand message into every aspect of the competition. From casting of contestants, through an auditions process to select finalists, to the reality competition that would culminate in the TV premiere, the message of invigoration through the breath would become organically linked with the storytelling from day one.

Desafío Discovery had a year-long roll out. Halls brand presence and messaging was organically integrated at every stage. Co-branded commercial elements kept audiences updated, building steady awareness for the show and Halls’ messaging.

Contestants had survival kits during the competition which included packets of Halls they regularly consumed, helping them recharge and ultimately reach the finish line.

A digital content hub included a Halls-branded blog, featuring content generated by the winners of a local Halls promotion.

A mobile application was developed featuring exclusive second screen experiences for the audience to interact live with the show’s content.

An active social media conversation on both Discovery and Halls platforms kept the audience engaged. They were rewarded with an exclusive preview episode premiere on Facebook before the TV premiere.

A real-time marketing campaign was implemented during the run of the show, extending key messages to wider audiences through a programmatic digital media buy.

The online Casting Call had over 5,000 submissions, making it the most successful promotion in network history for Discovery in Latin America.

The show delivered above Prime Time average against our key target and the entire campaign generated +187MM impressions – 33% above goal.

+20MM unique users engaged with the content online. The mobile app was downloaded by +4,000 unique users who had average session duration of 4 minutes.

86% of viewers showed high intention for purchase of Halls, with 42% of them stating Invigoration as their main reason to purchase.

90% of survey respondents who watched the show agreed that Halls was a great fit within the content of the show, translating to a brand lift of 23% for the brand.

In the end, we didn´t just produce an adventure survival competition. Together with Halls, we invigorated millions of Doers in Latin America, on and off the TV screen.