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Discovery Communications has brought to life a partnership between Bear Grylls, the TV adventurer, and Samsung to promote the new Samsung Gear S3. Bear, famous for adrenaline-fueled television shows, including Discovery Channel’s ‘Man vs. Wild’, will leverage cutting-edge video technology, fully immersing fans across the world in his latest escapades.
The collaboration, which is specially targeted for the U.S and Europe, Middle East and Africa markets, comprises a series of short form videos as well as a television advertisement, where Bear showcases key capabilities of the Samsung Gear S3 in a variety of challenging survival scenarios, including the barometer function to predict weather conditions; the calorie consumption and burning application to maintain energy levels; and the altimeter to record altitude whilst scaling a mountain. All the while, he shares his signature survival tips to help any explorer on their adventures beyond the reach of civilisation.
So many of us have sat on the edge of our seats as Bear scales mountains, throws himself out of planes and jumps into icy waters; and watched with intrigue as he tucks into creepy crawlies in some of the world’s most remote places, very often with the world’s best known people. Now, anyone can get closer to the action, through this premium content that highlights the extensive technological capabilities of the Samsung Gear S3.
Grylls stated that he’s “very proud to partner with both Discovery and Samsung to bring you the most advanced adventure watch on the market. I have used the Gear S3 in some of the toughest terrains out there and it always delivers when I need it.”
Viviane Paxinos, Vice President, Media and Advertising Partnerships at Discovery Networks International said: “Discovery is best in class for creating innovative content and immersive viewer experiences and our latest 360 video technology will provide a unique platform for Bear to showcase his adventures like never before. We’re always excited to work with other companies that are at the cutting edge of technology to showcase our storytelling and their brands.”
The campaign launched on 27 March and is accessible across platforms including linear such as Discovery Channel, as well as its social, digital and virtual reality applications, reaching new and younger audiences across all screens.
Publicis Media Sport and Entertainment negotiated the partnership with Bear Grylls for Samsung, whilst Starcom led the media negotiations with Discovery.