Social and Influencer > Craft
KILLING KENNEDY
MULLEN, Boston / NATIONAL GEOGRAPHIC / 2014
Awards:
Overview
Credits
OVERVIEW
Execution
Within the first two weeks of launching, the site garnered more than 150K unique visitors. During the two-hour TV world premiere of 'Killing Kennedy', nearly half of all visitors interacted with the live-sync technology, a new National Geographic Channel record. Visitors spent an average of 1 hour on site. Additionally, the site has already been used as a classroom teaching tool and an industry example of how technology can influence a narrative.
Outcome
KennedyandOswald.com had to be a responsive, cross-platform site offering users the opportunity to take a quick glimpse or a deep dive into the 'Killing Kennedy' story. A key challenge was telling this story in a compelling way. We also had to align with the television script so users could sync in real time with the broadcast, all while keeping the site immersive enough to be explored independently. We had to find a way to make this well-known historical event rediscoverable and break through the chatter that was surrounding the assassination's anniversary.
Strategy
National Geographic Channel believes in exploration and discovery, and sometimes that means taking a closer look at a well-known and oft-told story. With that in mind, they challenged us to create an interactive destination that would complement its docudrama, 'Killing Kennedy', and stand out amidst the media chaos surrounding the 50th anniversary of John F. Kennedy's assassination.
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