http://adage.com/article?article_id=124886
This guy kind of kicks ass…
Published: February 05, 2008 SAN FRANCISCO (AdAge.com) — AT&T has hired the Discovery Channel’s new-media guru, Chris Schembri, to oversee the allocation of its $3.3 billion annual media budget.
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Last summer, in a deal with Verizon Wireless, he promoted Discovery’s popular “Deadliest Catch” by giving away free wallpapers, ringtones, bios of the risk-taking fishermen, show facts and sneak peeks, and even mobisodes. Mobile users also were able to participate in mobile polls and quizzes.
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He also spearheaded a campaign last year aimed at boosting ratings for Discovery Channel’s “Future Weapons,” in which Microsoft gave away downloadable content for its Xbox game “Gears of War.” Ratings for the show reportedly were 60% higher than expected, especially given it was going up against the season premiere of Fox’s “24″ and the Golden Globes.
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“I love innovation,” Mr. Schembri said.
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I <3 innovation too my friend. Without it we would be in a world without bongs.
