Media Plan: Horizon Media, AETN/HISTORY/Hatfields & McCoys, Hatfields & McCoys
History’s scripted drama, “Hatfields & McCoys” needed a campaign that revitalized the 150 year old family feud and to establish the History Channel as a go-to place for scripted entertainment. Horizon media crafted a flawless media plan using print, digital and traditional media. They also partnered with the boxing superfight of the year, Cotto v. Mayweather by branding one corner “Hatfield” and the other “McCoy.” The announcers throughout the fight used the titles. The first broadcast of the drama was the most watched entertainment telecast in cable history with 52 million viewers.