The N, Noggin’s tween-skewing counterpart, has developed its most aggressive promotional campaign to date behind the original miniseries Miracle’s Boys.
Executives at The N said the three-hour miniseries, which chronicles the experiences of three orphaned, multiracial brothers (to premiere Feb. 18), is benefiting from a multimedia campaign, including national on-air and broadband promotion, as well as community marketing.
“It certainly is the most multifunctional, integrated grassroots marketing effort we’ve ever done,” The N vice president of brand communications Angela Leaney said. “It was really critical for us to reach into the community to get people to feel emotionally about the show.”
BROADBAND AND VOD
The push began in earnest late last month, with promos airing on sister Viacom Inc. service Black Entertainment Television, as well as the in-store network of retailer Champs Sports.
The N has also sought to build awareness via various MSO broadband and video-on-demand efforts, according to MTV Networks senior vice president of affiliate marketing Jessica Heacock.
The network developed exclusive content for Comcast Corp.’s broadband service, including interviews with Spike Lee — one of the miniseries’ producers and directors — as well as video shorts, she said. In exchange, the N is running cross-channel spots touting Comcast’s broadband service.
The channel has also created a broadband and on-air promotion package to drive traffic to Cox Communications Inc.’s “Take Charge” initiative, which helps parents identify age-appropriate on-air and online content.
And The N has partnered with Time Warner Cable to promote Miracle’s Boys through community-based efforts, including classroom screenings, library book donations and public-service announcements. The two companies will also make yearly donations to a New York-based nonprofit organization.
The N will offer Miracle’s Boys in its entirety to Comcast VOD subscribers in March, said Heacock. The on-demand airing of Miracle’s Boys follows a three-week Comcast On Demand preview of the show.
Leaney said the network has focused its marketing efforts in New York, Los Angeles, Chicago, Washington D.C. and Philadelphia, where it has offered movie screenings at select Regal Cinema locations in partnership with area Big Brothers and Sisters of America chapters. It has also sponsored teen parties centering on the miniseries.
Linking with urban-targeted radio station, N is tagging an online write-in contest in which listeners between the ages of 14-18 can send in appreciations of their brother for a chance to win $1,000.
The N has also employed street teams to hand out movie premiums at various community outlets including churches, barbershops, schools, concerts, restaurants and libraries.