|[February 14, 2013]
National Geographic Channel, mediahub/Mullen and Millennial Media Team to Drive Tune-In for World Premiere of "Killing Lincoln"
BALTIMORE --(Business Wire)--
National Geographic Channel, mediahub/Mullen and Millennial Media (News - Alert)
(NYSE: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 (News - Alert) 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 eventlike 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 (News - Alert) 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 Lincoln is 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 brands to 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 (News - Alert) 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
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