×
You will be redirected back to your article in seconds

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

  • Amy Poehler Is Ready for a

    Amy Poehler Is Ready for a 'Parks and Rec' Reunion

    Is Amy Poehler just getting our hopes up? We hope not, because the funny lady tells Variety that she’s ready for a “Parks and Recreation” reunion. “I am technically available,” Poehler said on Monday at Smart Girls’ 10th anniversary celebration dinner. “I have like six of Leslie’s blazers in my closet, so anytime.” “Parks and Recreation” [...]

  • Liz Meriwether Lake Bell

    Lake Bell, Liz Meriwether Comedy 'Bless This Mess' Moves From Fox to ABC With Series Order

    “Bless This Mess,” the single-camera comedy co-created by Lake Bell and Elizabeth Meriwether, has been ordered to series at ABC, Variety has learned. The series had previously been in contention at Fox and is a co-production between 20th Century Fox Television and ABC Studios. Bell also stars in the series alongside Dax Shepard. In the series, a [...]

  • 'Get Shorty' Renewed for Season 3

    'Get Shorty' Renewed for Season 3 at Epix

    Epix has renewed “Get Shorty” for Season 3. The loose adaptation of the 1990 Elmore Leonard novel and subsequent film stars Chris O’Dowd, Ray Romano, Lidio Porto, Megan Stevenson, Sean Bridgers, and Carolyn Dodd. In the series, O’Dowd plays a hitman from Nevada who struggles to shed his criminal past after he moves to Hollywood to [...]

  • Goliath Season 2 Amazon

    Amazon Renews 'Goliath' for Season 3

    Amazon has renewed legal drama “Goliath” for a third season. “Goliath” centers on washed-up lawyer Billy McBride, played by Billy Bob Thornton, who has one shot at redemption after a client he successfully defended from a murder charge went on to slaughter a family. Thornton won a Golden Globe for his performance in 2017. “Our [...]

  • Selena Quintanilla

    Selena Quintanilla Scripted Series Gets Greenlight at Netflix

    Netflix has ordered a scripted drama series based on the life of Tejano music star Selena Quintanilla. The series is described as a coming of age story following Selena as her dreams come true and all the heart-wrenching and life-changing choices she and her family have to make as they navigate success, family, and music. “Selena [...]

  • Detroiters Renewed Season 2 Comedy Central

    'Detroiters' Canceled at Comedy Central After Two Seasons

    Comedy Central has canceled its Motor City series “Detroiters” after two seasons. The scripted half-hour from Lorne Michaels’ Broadway Video and Comedy Central Productions bowed in early 2017. Season two premiered in June. The buddy comedy was created by stars Sam Richardson and Tim Robinson along with “Saturday Night Live” veterans Zach Kanin and Joe [...]

More From Our Brands

Access exclusive content