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History Channel Goes Underground

We’ve all heard the urban myth about alligators in the New York City sewer system. Well, the History Channel got in on the action recently with a creative campaign designed to boost interest in its new primetime show Swamp People. The cable network staged a marketing effort that resembled something like an art installation, with a miniature alligator crawling out of a manhole and pedestrian barriers adorned with the History Channel logo and the airtime of the new program. We thought this was a novel way to reach New Yorkers, who are constantly bombarded with marketing everywhere they go. It’s unique, attention-grabbing and consistent with the network’s education-meets-entertainment philosophy and brand.