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To promote the impressive ad sales opportunities offered by Discovery Networks programming and to drive traffic to the New York City Upfront Event, i&D developed the unique, multi-platform LAD campaign including custom built retro video viewers modeled on the iconic coin operated binoculars.

A month before the event, eighteen video viewers, conceptualized and designed by i&D, migrated to media buying agencies across America as they made their way to NYC. Individual promo packages mailed to ad buyers included personal 3D viewers as part of the teaser campaign, and discovery-branded swipe cards to activate the video viewers which revealed a powerful promotional video showcasing Discovery's must-see programming and ad sales opportunities. A print campaign, email blasts and a virtual 3D LAD built excitement and resulted in a record-breaking upfront event for the network.

upfront event campaign
interactive kiosks
promotional packages
print & web advertising
website with sweeps tie-in