NEW YORK Catalano Lellos & Silverstein this week broke a campaign to promote live episodes of the The Crocodile Hunter on Animal Planet.
A series of ads running on Yahoo!, MSN and iVillage, among other online properties, features various iterations of the program's star, Steve Irwin. Irwin, who is the director of the Australia Zoo in Queensland, Australia, is known for going to face to face with the world's most dangerous animals.
One ad, for instance, states, "No cuts. No edits. No dress rehearsals," and encourages, "Watch the most dangerous week on television."
Another ad lets users enter their phone number, so they can receive a pre-taped reminder from the Crocodile Hunter himself to tune in to the show. CL&S, a New York-based i-shop that has worked with Discovery's Animal Planet for about 18 months, teamed up with Sonic Branding to add the call-back feature to the ads.
Roughly 35 percent of the effort's impressions are rich media ads, including PointRoll and Eyeblaster ads, said Jeff Silverstein, partner and media director at CL&S.
The ads, which target 18- to 49-year-olds, aim to drive viewership of the program airing Monday through Friday this week and increase brand exposure, he said.
The budget for the effort was not disclosed.