Hatfields & McCoys Campaign

In 2012, the History channel teamed up with Horizon media to create the mini series Hatfields & McCoys that retold the story of the family feud that became an American legend.

Marketing Challenge

They needed a way to "revamp" and emphasize the importance of the 150 year old family feud so that people would actually want to watch it.

Marketing Plan

Horizon media and the History channel used the UFC superfight of the year Cotto Vs. Mayweather to help recreate the Hatfields & McCoys feud. The superfight aired before the show did so they labeled each corner of the fight with a Hatfield or McCoy sign to make it like a feud. This combined with tv advertising, and online advertising was in their plan.

Results

The first broadcast of the show had 52 million viewers making it the most watched entertainment telecast.