General Motors Co.?s Chevrolet Silverado is the launch sponsor of The Weather Channel?s ?From the Edge with Peter Lik,? a show that premiered March 31 across television, online, Apple?s iPad and mobile.

Chevy Silverado had a presence in video spots across all four platforms, as well as in banners on Weather.com on the launch day. Various ad units ran across TWC?s mobile Web site, mobile apps and the iPad.

?Given our huge audience scale on digital, mobile and tablets, we thought this would be a wonderful way to introduce the show to all the customers who trust our brand on all platforms,? said Bob Walker, executive vice president at The Weather Channel Co., Atlanta. ?We feel this show will appeal to people of all ages and backgrounds.

?It?s for anyone who enjoys being outside in this beautiful country of ours,? he said. ?There is an amateur photographer in most of us, and this is really an opportunity to go on a journey to see places you might not have seen yet, and learn about these fascinating places and how to take great pictures through the eyes of a master photographer.

?Peter is a passionate explorer and that passion is obvious in the risks he takes in getting the perfect shot.?

Mr. Lik, a native of Melbourne, Australia, is a fine art photographer specializing in panoramic landscape photography that frequently highlights weather?s impact. He sells his limited-edition photography at 14 Lik Galleries worldwide and recently sold one of his photographs for a record $1 million.

In ?From the Edge with Peter Lik,? Mr. Lik attempts to capture the country?s diverse climates and natural beauty through his lens. TWC has ordered 13 episodes, produced by Peacock Productions.

TV everywhere
The premiere episode aired across all four of TWC?s screens on March 31 at 8 p.m. ET.

The Weather Channel made ?From the Edge with Peter Lik? available via an on-demand stream on Weather.com online, on mobile and on The Weather Channel for iPad app, all of which featured Chevy Silverado banner and video ads.

The premiere episode also aired on a New York Times Square billboard.

In the premiere episode, ?Capture the Gods,? Mr. Lik visited Hawaii to capture three of The Big Island?s gods and goddesses on film.

Additional episodes visit the Grand Canyon, Death Valley, Arches National Park and Montana?s Big Sky Country.

TWC's Mr. Lik is accessible across multiple devices

While watching the show, iPad users can interact with the show using a new iPad, ?From the Edge with Peter Lik from The Weather Channel,? available from Apple?s App Store.

The application, powered by Nielsen?s Media-Sync platform, includes audio-synced content related to the show letting users unlock exclusive iPad content.

?Very cool stuff and a fun way to again leverage our scale on iPads,? Mr. Walker said.

Online, weather.com/fromtheedge features photos, video and behind-the-scenes footage.

Mobile consumers can access photos, information and video footage from the mobile Web version of Weather.com.

There is a version of Weather.com that is optimized for mobile devices

TWC has been promoting the show extensively across all four of its platforms.

?We?ve been engaging with not only traditional media and bloggers, but we?ve also been engaging extensively with social media ? whether it?s hosting a tweet-up for photographers and photography enthusiasts or hosting a photo contest on Facebook,? Mr. Walker said.

?We have invested in promotional announcements across other cable and broadcast networks, including those in the NBCU family, and now, with the premiere also broadcasting simultaneously on the Times Square billboard, we?re actually looking at it as a five-screen premiere,? he said.

?We?ve really tried to leave no stone unturned in creating unique opportunities to reach new audiences.?

Final Take
The Onion

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