A&E Network’s “Benedict Arnold: A Question of Honor” will represent effective use of integrated marketing, according to companies involved in the mini-series promotion. The concentrated two week
campaign for “Benedict Arnold: A Question of Honor” which culminates today with the show’s debut, ran on MSN, About.com, American Greetings, Hollywood.com, and TV Guide. It was also promoted offline
through A&E. The advertising campaign used Unicast’s In-Between Page Superstitial ad unit. Horizon Interactive developed the online and offline campaign to drive awareness and viewership. Creative
execution for the campaign was done by TBWA\Chiat\Day. The special is also supported by an online sweepstakes component where one entrant will be ‘exiled” back to England’ on a week-long, all expenses
paid trip.
