A&E Simulcasts 'Bonnie & Clyde' On 3 Nets, Cross-Promotion

Bonnie & ClydeA+E Networks will air another major historical miniseries, “Bonnie & Clyde,” this time as part of a three-network simulcast -- A&E, Lifetime and History -- with a number of major cross-network sponsors in tow.

There are six major sponsors, including brands Geico, Jeep Cherokee, DirecTV, Match.com, pharmaceutical maker GlaxoSmithKline and 21st Century Fox's “The Secret Life of Walter Mitty.”

It’s the first time that A+E Networks has ever done a triple simulcast of a program. The program will air Dec. 8 and 9. In May 2012, “Hatfields & McCoys” aired on History for three nights and pulled in a massive 13.8 million viewers per night on average, according to Nielsen.

As part of the “Bonnie & Clyde” deal with Geico, A+E Networks will produce three custom vignettes targeted specifically to each network. Jeep Cherokee will also be partnering across all three networks, where it will create custom content to air both in-show and for tune-in announcements.

For A&E Network and History, Direct TV will create a custom behind-the-scenes content piece into the making of “Bonnie & Clyde.”

GlaxoSmithKline will have commercials, billboards and tagged tune-ins, supporting its upcoming asthma.com campaign. Among other marketing efforts, Match.com will be adding its sponsorship, hosting a “Bonnie & Clyde”-themed party in New York City.

Fox’s holiday theatrical movie “The Secret Life of Walter Mitty,” which opens in theaters Dec. 25, will feature highlights of the film in its on-air creative.



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