• by Wayne Friedman , May 25, 2017

A+E Network’s History channel has struck a wide-range branded advertising deal with genealogy company Ancestry for the network’s new limited series, “America: Promised Land.” An Ancestry expert is included in the show.

The nonfiction four-hour series looks to dovetail its focus on massive immigration patterns of ethnic groups to the U.S. through historical events with Ancestry’s DNA product, which can reveal consumers'/viewers' lineage.

The partnership is highlighted by an integration featuring Dr. Catherine Ball, chief scientific officer of Ancestry, as a contributing expert for the two-part show. It premieres Monday, May 29 at 9 p.m.   

Peter Olsen, EVP of advertising sales of A+E Networks, stated: “Having a trusted brand like Ancestry on board for this partnership adds greater depth to the on-screen storytelling.”

History says the multiplatform deal leverages Ancestry’s science and technology capabilities across linear, digital and social platforms.

History’s 43 million social media followers will get off-air content, including video vignettes and interviews with Dr. Ball, as well as an interactive map, which includes an overlay of Ancestry’s consumer genomics database. Part of the promotional effort is a sweepstakes, giving viewers a chance to win an Ancestry DNA kit. 

The custom content was produced by 45th and Dean, A+E Networks’ digital storytelling hub and social media agency.