×

Enterprise Drives to Science Channel, Seeker to Talk Technology

TV viewers may know Enterprise best for its TV commercials featuring Joel McHale and Kristen Bell. Now the company hopes people will recognize it for short videos it has produced that address disaster relief and intriguing technology.

To accomplish its goal, the transportation company is placing a three-part video series across venues operated by Discovery Inc.’s Science Channel and Group Nine Media’s Seeker. Discovery purchased a minority stake in Group Nine in 2016.

“We do a lot of other things besides renting cars,” says Rob Connors, vice president of brand marketing for Enterprise. That story, he adds, “is hard to tell in a traditional marketing mix.”  The campaign launches today and is expected to continue through the second and third quarters of this year.

Enterprise’s drive to find ways to discuss more complex aspects of its business with consumers puts a spotlight on the new methodologies that help them do so. In this case, Enterprise is making a concerted effort to find consumers fascinated by new technologies and systems, not the average lean-back couch potato.

The video series will be made available on Seeker’s Facebook, Instagram, YouTube and Twitter channels, via Science Channel social media, and dedicated content hub on Seeker.com. It will examine infrastructure technology, disaster relief logistics to new transportation innovation. The content will also be repackaged into linear vignettes slated to air during relevant programming on both Science Channel and Discovery Channel, and will show up on Science Channel’s authenticated streaming app as well as in connected-TV devices. Enterprise’s campaign will also play a part at “Night at the Museum,” an event Seeker is scheduled to hold in late summer of this year.

“We are really seeing the audience leaning into how science plays into their today and how it will shape their tomorrow,” says Caroline Smith, chief content officer of Seeker.

The deal came together at an event known as a “Final Front,” a showcase for advertisers orchestrated by Omnicom Media Group’s Content Collective and, in this case, its corporate sibling PHD, which serves as Enterprise’s media agency. In recent years, Content Collective, which specializes in weaving brands and content, has prodded media companies to offer broader distribution and venues by teaming up. Science Channel and Seeker have been offering larger packages in tandem since last year. “This is really the first big partnership,” said Lauri Baker, Discovery’s senior vice president of digital sales solutions.

At the most recent “Final Front,” Discovery and Group Nine offered to focus on how urban populations – expected to soar by 2050 – will grapple to balance population growth with quality of life. Content Collective was looking to present packages that melded traditional media with emerging venues. The collaboration between the two companies represented what executives felt “was an ideal alignment with the focus on mobility and transportation and disaster relief,” said Rachel Baumgarten, managing director of the Content Collective.

More TV

  • South Park Donald Trump

    TV News Roundup: Comedy Central Sets 'South Park' Season 23 Premiere Date

    In today’s TV News roundup, Comedy Central announces the premiere date of “South Park” Season 23 and Netflix sets the premiere date and offers a first look at “Unbelievable.”  DATES Comedy Central announced that Season 23 of “South Park” will premiere Wednesday, Sept. 25 at 10 p.m. Because the episodes are written and animated so [...]

  • US actor Kevin Spacey (C) is

    Kevin Spacey Shouldn't Be Exonerated in Hollywood Even as Criminal Case Ends (Column)

    The news that criminal charges against Kevin Spacey in the Nantucket groping case have been dropped raises an inevitable question: does this mean he can claw his way back into Hollywood’s good graces? Or maybe more importantly: should it?  Spacey’s rapid descent was startling, even as it quickly followed that of the once untouchable producing [...]

  • Game of Thrones

    HBO's Return to Emmy Nomination Dominance May Be Short-Lived (Column)

    As Hollywood braces for the coming streaming wars, HBO’s huge Emmy nomination haul this week sent a new salvo Netflix’s way: The streamer may have the volume, but HBO still has the goods. At least this year. HBO’s record-breaking 137 nominations came on the strength of just 23 programs — led, of course, by “Game [...]

  • Lionsgate CEO Jon Feltheimer

    Starz Nears Realignment: Why Lionsgate Won't Hire a CEO to Replace Chris Albrecht

    Nearly six months after Starz CEO Chris Albrecht exited in February, Lionsgate brass is moving closer to a revamp of the premium TV network’s executive structure. According to insiders, at least one thing is clear: Albrecht is not expected to be replaced as CEO. Instead, Lionsgate chief executive Jon Feltheimer is taking a more active [...]

  • Titans Ep. 102

    'Titans' Crew Member Dies After Stunt Goes Wrong at Special Effects Facility

    A crew member of DC Universe show “Titans” died following an incident during rehearsal at a special effects facility in Toronto on Thursday. The stunt, which involved a car, went awry when a piece of the car broke off unexpectedly and struck a special effects coordinator. Production will be shut down for two days. “We [...]

  • One Percenter TV Shows

    New Wave of TV Shows Lets Viewers Watch the Rich Get Their Just Deserts

    “Blessed are the poor in spirit: for theirs is the kingdom of heaven,” reads the sign at the entrance to the massive Gemstone family compound. It goes on: “No trespassing.”  “The Righteous Gemstones,” the new HBO comedy debuting Aug. 18, depicts a family that’s as pious about other people’s fortunes as it is protective of its own. Led by patriarch John [...]

  • Stephen Hillenburg (Exec. Prod. Spongebob)'The Spongebob

    'SpongeBob SquarePants' Team Honors Stephen Hillenburg at Comic-Con

    The cast of “SpongeBob SquarePants” paid tribute to the late Stephen Hillenburg during their panel at San Diego Comic-Con on Thursday. “SpongeBob to me represents Steve in a really profound way,” said Bill Fagerbakke, who voices Patrick Star. “The nature of that character is what the whole show is built on and so it’s kind [...]

More From Our Brands

Access exclusive content