Discovery Channel was planning a premiere showing of Frozen Planet at Lincoln Center in NYC. To really "wow" the audience, they wanted a giveaway that created a momentous buzz without costing a monumental amount.
The gift not only had to appeal to a diverse audience of reporters, marketing executives and Discovery fans, but it also needed to be ready to go in two weeks.
Lovable, huggable penguins with branded scarves - 1200 of them - all sitting up straight and tall in their seats when the guests entered the theater. It was quite a scene. The audience loved them, including the press, who spread the story in the Wall Street Journal and the NY Post. It was a hot night for Frozen Planet!