Discovery Moonshiners: From rural to real-time

Erin Hauswirth

This case study explains how the Discovery Channel in the US used a real time social media campaign to create buzz leading up to the launch of the second season of the TV show, Moonshiners.

Discovery Moonshiners: From rural to real-time

Erin Hauswirth

Campaign details

Brand owner: Discovery CommunicationsAgency: OMD; Resolution Media; ePrize; TellArt; BuzzfeedBrand: Discovery ChannelCountry: The United States

Executive summary

Amidst presidential election buzz in 2012, driving tune-in to the second season of Discovery's Moonshiners on 7 November would be challenging; Discovery needed to find an innovative way to engage their target audience.

Moonshiners, a series following those who illegally brew alcoholic 'moonshine' in rural Appalachia, gives viewers the opportunity to witness practices rarely seen on television. Using the power of social media,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands