Media > Use of Media

SWAMP PEOPLE

CIVIC ENTERTAINMENT GROUP, New York / HISTORY / 2012

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Overview

Credits

Overview

Effectiveness

The promotion and related media support succeeded in creating a truly authentic experience and exceeded expectations:Buzz - Became a destination for trendy New Yorkers, young families and professionals as well as a unique environment to host key advertising clients and stakeholders. Media Coverage - Over 100 local and national outlets featured the Swamp in the City generating over 100MM impressions and launched a national satellite media tour for the cast the morning prior to the premiere.Increased Viewership - Viewership for the Season 3 premiere increased by over 20% compared to Season 2 (25% among HISTORY’s core audience A 18-49).

Execution

HISTORY leveraged the public’s fascination with alligators by bringing the Bayou to the City in winter – creating a living, breathing Louisiana swamp within a 5,600 square feet event space in New York’s Chelsea Market. A partnership with the state of Louisiana brought their Lieutenant Governor along with native artisans, musicians, a naturalist and Cajun chef to New York City for 11 days. Their talents – combined with appearances by the cast – treated consumers to an authentic, multi-faceted Cajun experience. To attract the press, the Swamp was utilised as a media hub, with a dedicated area that allowed for radio coverage (live remotes) as well as pick-ups by various TV, Print and Digital outlets.Media tactics driving awareness for Swamp in the City included:-AM NY and Metro cover wraps on 2/2 and 2/3-Banner campaign and search ads-Impact DJ Promotions with live remotes

Strategy

For the third season of Swamp People – a series following native Cajuns in Louisiana during their 30-day alligator hunting season - cable network HISTORY sought to:-Drive tune-in and grow audience in a high-profile, impactful way-Garner local and national media coverage-Position HISTORY brand as exciting and contemporary HISTORY targeted core fans and potential new viewers, particularly M25-54 and urban A18-49 and A25-54. HISTORY sought an unexpected, authentic experience to showcase Swamp People as more than a show about alligators but also an intimate look at life on the Bayou and Cajun culture.

Despite its success and growing popularity among younger viewers (Adults18-49) HISTORY continues to struggle to position itself as fun and contemporary. Swamp in the City delivered the authenticity expected of HISTORY but was an unexpected stunt in downtown NYC that supported this new positioning and transported fans to the backyard of their favourite Swamp People stars.

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