National Geographic Channel, mediahub/Mullen and Millennial Media Team to Drive Tune-In for World Premiere of “Killing

  National Geographic Channel, mediahub/Mullen and Millennial Media Team to
  Drive Tune-In for World Premiere of “Killing Lincoln”

  Tablet Advertising Campaign Promotes Co-Viewing Experience and Dynamically
      Updates to Reflect Content from NGC’s First Original Factual Drama

Business Wire

BALTIMORE -- February 14, 2013

National Geographic Channel, mediahub/Mullen and Millennial Media (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 17^th at 8pm

The one-day promotion is designed to drive consumers to tune in to the
documentary, and using Millennial Media’s Mobile Audience 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

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

“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 event like 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 17^th, and the creative will begin to update once the program

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 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.

For more information on the Killing Lincoln documentary, visit:

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

About mediahub/Mullen

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,, LivingSocial 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


Media Relations:
Millennial Media
Matthew Lindberg, 203-682-8214
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