The History Channel needed more than traditional radio tune-in ads to break through the holiday-week clutter for the premiere of its miniseries. CRN lifted the message out of commercial stop sets and piqued viewer curiosity with a promotion built around the quirky content of the series.
- On-air quiz on unbelievable facts from the show
- Street marketing teams at local high-traffic areas handing out postcards with advance questions and answers
- Grand-prize trip to NYC that included a chance to grab 100,000 rubles in a money booth
Russia: Land of the Tsars earned a 3.0 rating—
a new record for the History Channel