Discovery and BT partner through Cocktail

Discovery Networks UK has launched an exclusive promotional partnership with BT negotiated through Cocktail Marketing to highlight The Big Experiment on Discovery Channel.

The flagship series, The Big Experiment, takes a class of teenagers from East London and explodes their misconceptions about science.

With the help of three of the country's most passionate experts including Dr Robert Winston, Buzz Aldrin and Myleene Klass, the group of 13-year-olds will be fast-tracked through their GCSE science.

The Discovery Channel and BT partnership will run throughout the entire six-part series of The Big Experiment and include on-air sponsorship idents for marketing activities for the series, including on-air and online.

The partnership was brokered by Cocktail Marketing.

BT will support the series online with over 30 million page impressions on BT.com, BT Yahoo!, Direct Mail campaigns to 1 million BT landline customers and email marketing to BT Vision subscribers, and well as a mid-weight phone kiosk campaign.

BT has chosen to partner with Discovery to emphasise its CSR and community credentials: Discovery's Big Experiment was a perfect programme to support given its message to support science in schools fitting perfectly with BT's social investment in areas where it can use its expertise and technology to make the biggest impact possible.

Commenting on the partnership, Rebecca Rormark, SVP UK Marketing, said: "BT is an excellent partner for Discovery Networks UK and represents many of the same brand values.

"As our first partnership, The Big Experiment is a strong alliance for both brands in seeking to popularise science with adults and children across the UK".

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