Best Education Integrated Ad Campaign

After over 10 years on the web establishing itself as the go-to destination for informative, unbiased information, HowStuffWorks.com launched the “Keep Asking” movement to on-air, online and social media audiences. Following on the success of “Scuba Cat,” the site’s maiden commercial voyage, the team was looking to take the campaign to the next level. HowStuffWorks.com realized a second successful campaign would include another set of [awe inspiring] videos as well as a very [distinctive] set of complimentary banner advertisements for release on Discovery networks, both on-air and online as well as delivering on “Keep Asking” on the site and across Facebook and Twitter. The HowStuffWorks.com audience is diverse. Site visitors have a thirst for knowledge and are passionate about understanding the world around them. Given the natural synergies with Discovery viewers, HowStuffWorks.com sought to align with the networks’ audiences using existing program footage, HowStuffWorks.com began a series of “Keep Asking” spots that correlated with specific programming. From Discovery’s ‘Shark Week’ to Animal Planet’s ‘Whale Wars’ to Science Channel’s ‘Punkin Chunkin,’ the ability of “Keep Asking” to connect to diverse audiences became apparent. These programming -inspired spots drove curious minds to HowStuffWorks.com to learn more on their favorite subjects, while at the same time being exposed to correlating tune-in messaging on the site. Online, users were enticed to click by a dancing red bra that kills, bio-weapons and polygamy.

Contributors:

DISCOVERY COMMUNICATIONS- HOWSTUFFWORKS.COM

Location: USA