To drive tune into National Geographic Channel’s Killing Lincoln premiere, we took advantage of multi-screen consumer behaviors as nearly 75% of all tablet owners watch TV with their tablet in hand. As a result, we struck a deal with Millennial Media where we took over hundreds of tablet sites on February 17th. Killing Lincoln aired from 8:00 to 10:00 p.m. and at three key time frames during this two-hour block, our dynamic messaging told viewers watching other channels what was happening on our show in real time. The goal was to get people to switch from what they were watching to Killing Lincoln on Nat Geo. The documentary delivered the highest single viewership in the channel’s history.