2012 Digital PR Awards: $100K – $200K


Winner: The History Channel – Hatfields & McCoys

By leveraging big name stars and the miniseries' high-quality production value, HC presented the miniseries as a cinematic event through unique, high-profile media placements.

This included long-lead buzz during production (interviews, photos, blogger and online conference calls with cast), tapping into talent's wide-reaching Twitter and Facebook accounts to spread awareness, and  building media awareness with segmented outreach (press kit, 3-month targets, tailored story angles). While still in production, months before the premiere, HC pitched a wide range of electronic, print and online outlets to cover the action on-set in Romania.With Hatfields & McCoys set to be first scripted program to ever air on the network, the History Channel (HC) needed to speak to their current audience about how the show varied from other programming.

At the same time, they were looking to develop an entirely new audience for the channel: drama enthusiasts and those looking for more entertaining fare. It was hopes that this first venture into scripted programming would serve as a launching pad for more in the future.

The press kit followed in the form of a family album of both the Hatfields and McCoys. Prominently broken in half across the middle, the kit featured rich details of each family separately.  Press materials, photos and miniseries were all readily available on HC’s press site.

The HC special was the most-watched, ad-supported prime-time television event and not just once—but in three individual airings.

Honorable Mentions:

  • CRT/tanaka – Vibrant Rioja Social Media Program

  • Emerging Media – Dirty, Sexy Gadgets

  • NBC Entertainment – For Your Emmy Consideration

    Back to the 2012 Digital PR Awards

 


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.