Media > Best Integrated Campaign

SWAMP PEOPLE INTEGRATED MEDIA

CIVIC ENTERTAINMENT GROUP, New York / HISTORY / 2012

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Overview

Credits

Overview

Effectiveness

Campaign resulted in passionate, positive dialogue among viewers and media - from praise of series creative to earned media driven by Swamp execution. Swamp promotion drew tens of thousands of visitors; over 100 local and national outlets featured it leading into premiere (100MM+ impressions). National Super Bowl buy produced significant coverage pre-premiere to present.Season 3 premiere viewership increased 20% compared to Season 2. National Super Bowl spot paid off in big ratings with Swamp People averaging 4.7MM viewers per episode since it aired. Swamp People, with other programming, led HISTORY to be the #1 Entertainment Network for Men year-to-date.

Execution

HISTORY leveraged the public's fascination with alligators, the Swamp People cast, and the unique Cajun culture through a comprehensive campaign centered around a national Super Bowl spot. A rare buy for a cable network, the placement let HISTORY tap the event’s huge viewership — attracting a mainstream, predominantly male audience perfectly suited to a creative hook comparing the swamp to a regular office where the gator is ‘boss’. Since it’s HISTORY’s first national airing in the widely-watched US sporting event, Swamp People buy generated pregame and postgame coverage, building significant buzz for the series. Season 3 campaign further delivered the unexpected via Swamp in the City –a living, breathing swamp in NYC’s Chelsea Market - which drew broad media attention and key audiences by transporting visitors to their favourite Swamp People stars’ backyards. Resulting local and national media exposure generated by campaign helped elevate both Swamp People and the HISTORY brand.

Strategy

Swamp People - which follows native Louisiana Cajuns during their 30-day alligator hunting season - is one of the top shows in cable, but the level of buzz didn’t match its ratings success. For Season 3, HISTORY needed to breakout the series with viewers and press and raise perception of the HISTORY brand. Our consumer insights were that fans who love the series treated it as a guilty pleasure. HISTORY sought to celebrate the show and culture in ways that encouraged viewers to openly enjoy and share their Swamp obsession. Marketing tapped into the series’ unique characters to communicate the show’s relatability and its relevance to revered American traditions. The Super Bowl – an American tradition like no other - provided the perfect arena for a national ad conveying the importance of the Swamp People’s heritage, and, along with Swamp in the City experience ensured top-of-mind awareness leading into the premiere.

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