National Geographic Channel: Killing Kennedy

This case study describes how the US National Geographic Channel promoted the movie premiere of Killing Kennedy.

National Geographic Channel: Killing Kennedy

Mullen

What were the objectives for the creative work?

The marketing goal for the Killing Kennedy website was to support the release of the Killing Kennedy movie on National Geographic Channel. That meant creating a site that was compelling enough on its own to drive penetration, generate excitement and interest before the premiere of the movie and increase viewership during the event. The communications objective was creating a second-screen experience that could enhance viewers' understanding of the parallels between Kennedy and Oswald as they watched Killing Kennedy.

What was the strategy behind...

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