menu

National Geographic Uses Back Issues of NY Times To Promote History Show

National Geographic Uses Back Issues of NY Times To Promote History Show
Advertising

The channel and the newspaper collaborated to create a dynamic ad experience for the TV program, Killing Lincoln.

Daniela Walker
  • 20 february 2013

One of the greatest difficulties the New York Times has had in the digital era, is how to deal with online advertising. Searching for a way to make the content interesting and interactive, the company launched a new ad platform last week in conjunction with its digital archive TimesMachine. The National Geographic Channel was the first to test road the platform, using the April 15, 1865 headline to advertise its first original drama, Killing Lincoln.

The advertisement is a custom built interactive unit, that uses the overlay of the 1865 issue and is clickable, leading to both video content for the show and the TimesMachine archive for issues around that time period. Says Todd Haskell, Times Group VP of Advertisting:

We’re increasingly seeing that advertisers want to tell more complicated stories online, and readers seem to love these types of executions when they’re done well.

This seems to mitigate the annoyance of being forced to view an ad just by arriving on the NYTimes.com site.

TimesMachine includes back issues from 1851 to 1922, and its use could be profitable for a number of historical shows and films such as Boardwalk Empire or The Great Gatsby. In this case, the advertising could be considered successful because The National Geographic Channel pulled its highest ratings ever for a scripted drama on the Sunday night premiere, with over 3 million people tuning in.

 New York Times // National Geographic Channel

Trending

Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology december 2, 2016

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children december 2, 2016

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Trending

Get PSFK's Related Report: Future of Automotive

See All
Travel december 2, 2016

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Food december 2, 2016

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture december 2, 2016

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport december 2, 2016

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed november 22, 2016

Digital Strategist: Why “Big Sensing” Is Key To Retail’s Future

Bud Caddell, Founder of NOBL, shares why the most capable and useful asset in any retail environment is the workforce

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated december 2, 2016

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Retail december 2, 2016

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

Fashion december 2, 2016

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work december 2, 2016

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing december 2, 2016

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Arts & Culture december 2, 2016

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

Automotive december 2, 2016

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

No search results found.