Facebook has become an integral part of digital media campaigns, especially those launched by entertainment companies. However, depending on the goals of the advertiser and the products they wish to promote, the way each campaign uses the social networking site will vary widely.

The Discovery Channel has a dedicated Facebook page where viewers can enjoy a rich visual experience. Any reflective viewer possible from "Life" can be found in it. The images used in the page are enlarged to cover the entire page, allowing the viewer to enjoy the full visual impact. It also makes the audience feel like they are watching a movie.

Nothing promotes this series of documentaries like those captivating images. In addition to clips from the upcoming documentary, fans will even be able to watch half a dozen videos without leaving the Facebook page. In addition, by incorporating these creative content into the existing Discovery Channel Facebook page, the network was able to reach past "Earth" viewers, as well as current fans of the network's natural history programming.

Let advertising enrich "life"

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The Discovery Channel's media buying strategy also included some powerful images from the series to promote. On the day that "Life" started its promotion, it carried out a huge coverage advertisement on the Yahoo homepage. The top of the page is a banner ad with some of the documentary's characteristic floating elements below, such as a cockroach hopping across the page, greeting site users.

What's more interesting is that users can set the position of this ad by themselves. Yahoo's visitors can choose from several "life"-themed skins as their homepage skin. Because of the strong interaction, this kind of setting can easily attract the attention of visitors, and because of its simple operation, it can attract users to participate.

To make sure users actually knew the news, Discovery used Yahoo Messenger to deliver a scalable rich media banner ad for the series of documentaries. And these videos can be shared with other instant messengers. In keeping with its "animals in life" theme, users can also choose from a variety of animal pictures to use as their instant display image or avatar. There is no doubt that Discovery Channel knows that consumers are willing to be emotionally attached to their favorite animals in documentaries. So allowing them to use their favorite animal as their online profile picture is undoubtedly a clever way to convince users to watch the movie.

We know that there are countless other campaigns on Facebook pages, homepage overlays, and instant messenger ads to achieve similar goals, but unfortunately, many of them don't have the desired effect in the end. The difference between these campaigns and the Discovery Channel campaign this time is that smart use of digital advertising is a constant reminder of what's coming up.

The documentary "Life" is full of high-quality natural landscapes and images, so its advertisements are also high-quality images and video content. The documentary allows consumers to see many unexpected animal behaviors and rituals, so its commercials are also unexpected (unless you are used to watching various exotic insects in front of a screen).

It would be an understatement to say that the Discovery Channel has used its products very cleverly to highlight its media campaigns. The network and its ad agency used online media to provide such an honest and vivid interpretation of the show that some might think it leaked too much.