Winner

The History Channel – Hatfields & McCoys
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.
 
Honorable Mentions


Destination America’s transition from Planet Green to Destination America
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 and Scope “Courage Encouraged” at the 2012 Voodoo Music and Arts Experience
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.
 
HBO – Boardwalk Empire Season 3
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.
 
Sportsman Channel – United Sportsmen of America
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.”
 
Sundance Channel’s Push Girls
Sundance consistently integrated several platforms to promote this heartfelt docu-series about 4 amazing women. The positivity of the “Push Girls” comes through in all of Sundance’s marketing. As it should.
 
Time Warner Cable Sports Launch
Time Warner Cable made a huge splash with the launch of its regional sports nets in Oct ’12, with outdoor banners, TV spots and more. Since then, TWC Sportsnet and TWC Deportes are distributed with 10 providers in Southern CA, and awareness continues to grow.
 
WE tv 2012-2013 Upfront Materials and Trade Campaign
WE tv went all out for its Upfront, enhancing relationships with existing clients and executing more custom sponsorships than ever before.
 

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