National Geographic Channel, mediahub/Mullen and Millennial Media Team to Drive Tune-In for World Premiere of “Killing Lincoln”
February 14, 2013 2:00 PM ET
National Geographic Channel, mediahub/Mullen and Millennial Media MM, today announced a new mobile advertising campaign around the upcoming world premiere of the network’s first original factual drama Killing Lincoln, based on Bill O’Reilly’s best-selling book and airing Sunday, February 17th at 8pm ET/PT.
The one-day promotion is designed to drive consumers to tune in to the documentary, and using Millennial Media’s Mobile Audience Solutions, the campaign will be targeted specifically to audiences using home Wi-Fi networks, ensuring that consumers will most likely be near a TV. The campaign will also run exclusively on tablets, allowing National Geographic Channel to reach the growing base of consumers who are using tablets to complement their television watching experience.
The ad creative features an option to view a full screen video highlight from the show, and as the documentary is airing, the video and accompanying text will dynamically update to reflect what is going on in the program. The changing content of the mobile experience will correspond to the National Geographic Channel desktop site, which will also be updating in real-time.
Premiering during Presidents Day Weekend, Killing Lincoln, presents one of the most significant events in our country’s history. With fresh historical insight, the film thrillingly chronicles the final days of President Lincoln and the treasonous plot by one the most notorious, yet complex villains of all time.
Killing Lincoln has all the components of a thrilling crime novel: conspiracy, public assassination, an unprecedented manhunt. This is both an electrifying look at a shadowy scheme cultivated during the rapid-fire succession of closing Civil War events and a wrenching journey to understand a reviled “madman.”
“The chance to use our first factual drama as a way to enhance our viewer experience was a no-brainer,” said Hayes Tauber, Senior Vice President, Consumer Marketing for National Geographic Channel. “Killing Lincoln is so rich with details and facts that we want users to be able to take away as much as possible, and the tablet experience provides a platform to not only market the film but also give viewers a chance to find additional content live as the show is airing.”
“Tablets have carved out a role in the modern home, and for many consumers, they have become an important part of the TV-watching experience,” said Laurel Boyd, VP, Group Media Director at mediahub/Mullen. “The mobile campaign for Killing Lincoln will drive awareness of the show at the perfect time—when consumers are at home, on their tablets and looking for content.”
“When the goal of a campaign is to reach a co-viewing audience and drive tune-in to a timely event like a television premiere, it’s important to make sure the creative is eye-catching and instantly pulls in the consumer,” said Marcus Startzel, GM, North America, Millennial Media. “The use of video in the Killing Lincoln creative leverages the large tablet canvas, and the dynamic nature of the unit ensures that consumers will always be seeing the most relevant content.”
The campaign will begin airing midday on the premiere of the documentary, Sunday, February 17th, and the creative will begin to update once the program starts.
Narrated on camera by Oscar®-winning actor Tom Hanks, the film stars Billy Campbell (“The Killing,” “Once and Again”) as Lincoln and introduces Jesse Johnson in a breakthrough performance as John Wilkes Booth. Produced by Ridley and Tony Scott’s Scott Free Productions, the film adapts Bill O’Reilly’s best-selling book into a two-hour global television event. Additional cast includes Geraldine Hughes as Mary Todd Lincoln, Graham Beckel as Edwin Stanton, who served as Secretary of War under the Lincoln administration, and Shawn Pyfrom as Private John W. Nichols. Shot on location in and around Richmond, Va., Killing Lincolnis directed by director Adrian Moat (“Gettysburg”), written by Emmy Award-winning writer/executive producer Erik Jendresen (“Band of Brothers”) and produced by Mark Herzog’s Herzog & Co. (“Gettysburg”).
For more information on the Killing Lincoln documentary, visit: www.natgeotv.com/killinglincoln
About Millennial Media
Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.
About National Geographic Channel
Based at the National Geographic Society headquarters in Washington, D.C., the National Geographic Channels US are a joint venture between National Geographic and Fox Cable Networks. The Channels contribute to the National Geographic Society’s commitment to exploration, conservation and education with smart, innovative programming and profits that directly support its mission. Launched in January 2001, National Geographic Channel (NGC) celebrated its fifth anniversary with the debut of NGC HD. In 2010, the wildlife and natural history cable channel Nat Geo WILD was launched, and in 2011, the Spanish-language network Nat Geo Mundo was unveiled. The Channels have carriage with all of the nation’s major cable, telco and satellite television providers, with NGC currently available in 84 million U.S. homes. Globally, National Geographic Channel is available in 440 million homes in 171 countries and 38 languages. For more information, visit www.natgeotv.com.
mediahub is the media planning and buying group within Mullen, a “hyperbundled” agency, integrating disciplines from creative to digital marketing, media planning and buying, mobile marketing, public relations and social influence, design, CRM and performance analytics. mediahub is a media organization that works with challenger brandsto develop media programs that consumers seek out, share and talk about. Simply put, we believe that ideas, intelligence and integration are the three levers that unlock inspiring media platforms. mediahub clients include JetBlue, National Geographic Channels, Timberland, Match.com, LivingSocial and Bose. mediahub is a two-time OMMA/Mediapost Agency of the Year for Media Planning & Buying and a key factor in Mullen’s recognition as a Fast Company Most Innovative Company and as a two-time Advertising Age A-List Agency. The agency is headquartered in Boston and is an independent brand within the Interpublic Group of Companies IPG.
Matthew Lindberg, 203-682-8214
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