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Discovery Channel / Gold Rush
Anyone Can Strike It Rich!
A fun and interactive digital campaign, asking viewers of the show to "dig" for digital GOLD and win some too.
Gold Rush is a Discovery Channel Program filmed in the Yukon. It is all about folks digging in this far and isolated territory to see if thy can dig up some gold.
We recreated that experience in the digital world!
Everyone watching the show had the chance to strike it rich and win an ounce of gold. All viewers had to do was to "dig" through thousands of tweets that were released, all at the same time, and find the one with the"gold" in it – just like the people in the show did.
This was Gold Rush's Twitter profile, where the 5000+ tweets were released, all at the same time.
These are a few examples of the 5000 tweets that were released at the same time so program viewers could go "digging" (idea explained in the case study video).
We also did a stunt.
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