Integrated Marketing Campaign

Plenty could have gone wrong as History launched “Hatfields & McCoys” about the world’s most famous family feud. But thanks to an excellent integrated marketing campaign, quite the opposite happened. The TV event—starring A-listers Kevin Costner and Bill Paxton—won critical rave reviews and posted off-the-charts ratings. Campaign elements included a partnership with Rolling Stone mag to promo music from the series (showcasing Costner’s own rock/country band that later played a live show at The City Winery in NYC), a screening and premiere party at Milk Studios in L.A., sponsorship and signage at the Floyd Mayweather vs Miguel Cotto boxing Superfight in spring ’12, an elaborate NYC subway promo in Times Square and pervasive Web advertising. Some people even got felt hats with bullet holes in them in the mail. Did it all work? Considering that the mini-series garnered the highest ratings in cable history at the time—we’re thinking yes.

 

This 360 campaign involved on-air, off-air, partnerships, events and more, all designed to usher in the new era. Ratings almost immediately were among the best in key demos for nets under 60mln subs.

 

Fuse created a 3-phase campaign that included a sweepstakes related to Fuse’s coverage of the Voodoo Music and Arts Experience, and capitalized on the popularity of new Fuse correspondent Jack Osbourne.

 

Never a dull moment when promoting HBO’s “Boardwalk Empire.” This time, the net’s marketers offered up Boardwalk-branded hotel packages, VIP and consumer screening events in Atlantic City. Nucky would be proud.

As part of a multi-faceted campaign, Sportsman created several theme nights highlighting the various interests, passions and characters that make up the “United Sportsmen of America.”