OTO One to One Interactive

The Comcast Business Services product was launching a promotional pricing offer for a limited time with hopes of boosting sales. The primary objective was to drive customer response to the Spring Promotion and ultimately fuel the pipeline for Comcast Sales representatives to close sales. Budgets were fixed and Comcast looked to One to One to maximize their return on investment. Specific goals were set for the media elements, and landing page performance in an effort to drive the desired amount of Comcast sales.

OTOi, a One to One Interactive Company, along with Millions of Us, supported Comcast Corp in opening a destination in the online world Second Life. Comcastic! Island, a virtual theme park, gives visitors an array of activities that highlight the company's services. It also affords a chance for Comcast to interact with Second Life residents.

Comcast wanted to build affinity and drive mass awareness of their HD service. OTOi in partnership with Federated Media launched a Comcast HD sponsored graffiti contest on the social networking property, Facebook. The contest asked users to submit their interpretation of Sports in HD.  The contest is held from September 1 – 30, 2008 just after the Olympics in time for the season opening of the NFL.

Comcast wanted to maintain a strong connection with its TV audience during the summer season, when most major prime time shows are off the air.  Leveraging the huge popularity of the TV show, the client’s primary objective was to generate buzz and drive awareness for the multiple products and services offered by Comcast including HD video, high-speed internet, digital voice and the Triple Play bundle. OTOi, in partnership with NBC/Universal, launched a sponsorship of “The Office” Webisode series. This webisode series was held during the TV off-season in 2008.  The webisodes features new “Office” show content and will be released exclusively for online viewership, keeping users engaged and connected to the show.

In Q3 of 2007, OTOi launched a Comcastic Labs branded radio station on Pandora.com.  On Pandora™ users input the name of one of their favorite songs or artists and Pandora’s technology quickly scans its entire world of analyzed music to find songs with interesting musical similarities to the user’s choice.  Users can then download full Pandora radio stations with their favorite types of music.  OTOi worked with Pandora to develop a custom radio station for user to download that included adult contemporary music and was skinned and branded with Comcast High-Speed Internet messaging.  The sponsorship was so successful we’ve continued it throughout 2008, and developed a second custom station which features slow jams sponsored by the Comcast Slowskys turtles.

Search Engine Marketing (SEM) has been a proven part of the marketing mix for Comcast for quite some time. The Comcast SEM campaign functions at all levels of the customer experience including Brand Awareness, Research/Consideration, Purchase Intent, Acquisition and Retention. The SEM campaign is a stand out performer that is part of an integrated online marketing effort and is a complement to an offline campaign consisting of broadcast TV, radio, print, out of home and direct response. Comcast looks to paid search to drive qualified traffic to Comcast.com and convert this traffic into orders.

Comcast’s primary objective was to generate buzz, build affinity, and drive awareness of the Comcast High-Speed Internet with Powerboost brand. World of Warcraft (WoW) is the largest and most famous massive multiplayer online role-playing game with over 2.5 million subscribers. OTOi in partnership with Blizzard Entertainment launched a machinima music video contest utilizing the tools and resources from within WoW.