Discovery - Snow Beer

BACKGROUND

Discovery Channel’s global hit series Man vs Wild and host Bear Grylls demonstrate strong determination and the strength of the human spirit in overcoming tough environments and difficulties, which embodies the brand spirit of Snow Beer. The Man vs Wild series – filmed in various locations all over the world including America, Europe, Australia and Africa – has gained popularity and garnered a loyal following among the Chinese audience since it premiered.

The main objective of the campaign was to further extend brand influence and the awareness of both Snow Beer and Discovery Channel. The collaboration between Snow Beer and Discovery leverages on synergies between the two brands, capitalizing on the popularity of the Man vs Wild series and the strength of the Discovery brand to achieve the client’s campaign objectives. With an episode filmed in China, the series will especially appeal to the Chinese viewers, while the compelling content will also engage international audiences with the common theme of survival.

The China episode will see Bear take on Mother Nature and the great outdoors in yet another challenging journey of adventure and survival. Bear subjects himself to situations that could actually be faced by a stranded tourist or outdoor adventurer, and experiences some very real dangers in China’s wilderness. Using his specialist survival techniques, extensive knowledge, and incredible endurance, he demonstrates how to survive some of the most unforgiving environments on the planet and find a way out.

CAMPAIGN OVERVIEW

PROGRAMMING 

Sponsorship of the Man vs Wild series on Discovery Channel

ON-AIR

Tune-in promo spots

Online

Customized website

Online banner advertising

Social Media

PR

Press event with Bear Grylls in China

Onground

Survival Training camp for consumers in China