First Couples: Netflix Taps The Atlantic for Native 'House of Cards' Push

'House of Cards' Promotion Is Third Big Push From Streaming Service

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What does the "House of Cards" first couple the Underwoods have in common with other White House husband and wife duos? You may find out in Netflix's latest ambitious native advertising push, "The Ascent," a sponsored feature in The Atlantic promoting the third season of the streaming service's popular politics-themed drama.

The sponsored article, "The Ascent: Political Destiny and the Makings of a First Couple," examines the rise of real world first couples, including Hillary and Bill Clinton, President Obama and First Lady Michelle, the Kennedys, the Reagans and more. The piece also includes charts, video and commentary from experts such as documentarian Ken Burns and Kati Marton, author of "Hidden Power: Presidential Marriages That Shaped Our History."

The subject matter helps to subtly reinforce the show's storyline, which rides largely on the relationship of the show's Frank and Claire Underwood, whose "Patterns of Power" are charted in an infographic within the piece. Previous Netflix native efforts include the much-lauded "Orange Is the New Black" promotional story about women in prison in The New York Times, as well as Wired sponsored content about streaming video and TV's golden age.

Netflix reportedly paid a six-figure sum to The Atlantic's in-house marketing department, Re:think (not to be confused with the Canadian agency), to create "The Ascent." Read more about the effort on

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Netflix has tapped The Atlantic to create another ambitious native advertising push, this time to promote the third season of "House of Cards."

Mar 11, 2015
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