To promote its December 5 special on Egyptian Pharaoh Ramses, Discovery Channel has created a Saw-like microsite replete with dripping blood, frogs, flies, maggots, locust and dead animals representing ten biblical plagues. The eerie site leads to Discovery-branded site which contains a vast collection of historical information on the mysterious pharaoh.
It’s an intriguing promotion and most visitors will likely be drawn in by the site’s graphic imagery, foreboding language and ominous tone.
The site was also promoted with cryptic ads containing only the words “Do You Dare” and the microsite web address against a dark background in Newsweek and Entertainment Weekly.
