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National Geo Turns Up Heat on Promos

January 20, 2008 9:01 PM

Realistic-looking news bulletins from the future reporting flooding in New York and water emergencies in Southern California are part of a multifaceted campaign for an upcoming National Geographic Channel special on global warming. The “bulletins” don’t mention the special, “Six Degrees Could Change the World,” or the channel. Instead, they direct viewers to isthisourfuture.com, a micro-site for the show. In addition to airing on NatGeo, the spots are on Web sites including YouTube.com, LiveVideo.com and MySpace.com, where the network hopes they will be distributed virally. While the spots bring a sense of urgency by using the format of a newscast, the network wasn’t aiming to have viewers mistake the ads for a real live report. “It’s real, but not real enough,” said Kiera Hynninen, senior VP of marketing for National Geographic Channel. But it should be enough to pique viewer interest in the show. National Geographic is running more traditional tune-in spots for the Feb. 10 special on the channel as well as Fox-owned networks including FX, Fuel and Fox Sports. Web site ngcsixdegrees.com offers an interactive feature that allows users to zoom in on different parts of the globe to see how they’d be affected by temperature change.

—Jon Lafayette


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