Discovery launched a three-pronged marketing campaign - across mobile, the internet and gaming - geared toward the cable net's growing fan base for the show The Deadliest Catch, reports MediaBuyerPlanner.

The campaign, for the fifth season of the hit series about crab fishing off Alaska, was designed to capture viewers "throughout the day no matter what platform they are using," said Danielle Sabathier, director of digital media marketing for Discovery Networks (via Mobile Marketer).

On April 14, the day the new season debuted, Discovery bought over 90% of ad inventory on MSNBC, Fox Sports, MSN, MSN Mobile and Xbox Live. It also hosted its first-ever home page takeover across MSN and MSN Mobile.

The Xbox component included click-to-video executions across Xbox Live, with a call-to-action to win a sweeps, as well as long-form video teasers.

The show's entire online advertising budget was committed to this campaign. Mobile Marketer includes in-depth details about Discovery’s media buy.

Discovery reaches 98.1 million viewers in the United States. At the cable upfronts last week, it unveiled its slate of upcoming shows, including Life, a 10-part documentary series from Planet Earth producers; Before America, a look at Manhattan in the time before human inhabitants; and Engineering the Universe, a show that Discovery describes as a "look under the cosmic hood."

Discovery’s upfront also shared details on OWN: The Oprah Winfrey Network.