One to One Interactive Portfolio:
Comcast: World of Warcraft (WoW) Video Contest
Comcast’s primary objective was to generate buzz, build affinity, and drive awareness of the Comcast High-Speed Internet with Powerboost brand.
Approach:
World of Warcraft (WoW) is the largest and most famous massive multiplayer online role-playing game with over 2.5 million subscribers. One to One interactive partnered with Blizzard Entertainment to leverage the popularity of WoW to promote and hold the machinima music video contest. The integrated promotional campaign supported Comcast’s desire to align with environments enhanced by a High Speed connection and continued to position Comcast as a leading source for entertainment. This was achieved by being the exclusive US sponsor of the contest, providing an entertaining benefit to the users, and engaging them with the Comcast brand.
This machinima contest presented by Comcast and World of Warcraft was housed on a WoW microsite. WoW asked users to submit a machinima music video for the official Blizzard/WoW band (the band’s name is Level 70 Elite Tauren Chieftain). They released a new song at the beginning of February and users used the lyrics to develop their own music video. The machinima was to be between 1-5 minutes in length and following the contest Comcast could use the content to distribute on their owned assets (on-demand, comcast.net).
Results:
The campaigns exceeded expectations in driving submissions to the contest. The Comcast sponsored contest received the largest number of submissions for any Blizzard/ WoW machinima contest to date.
Featured Projects
Papa John’s: MyPapa Widget Network
The Papa John’s MyPapa Communicator is a set of applications and widgets designed to ease the ordering process and to enhance Papa John’s image as a fun, excited company quick service company. Customers can easily order their favorite pizza from any widget or BDA in their branded widget network.
GlaxoSmithKline: Veramyst (Prescription Allergy Treatment)
How do you launch an intranasal steroid, into an already crowded allergy category? GSK faced the dual challenges of differentiating this new brand for acquisition and communicating the benefits of the product. Partnering with GSK and offline agencies, OTOi helped the client define the Veramyst brand identify and visual experience ,to create one of GSK’s most unified, cross-media product launches.
Royal Caribbean: CruisingPower VIP CruisePass
RRoyal Caribbean International faced a communications breakdown with the thousands of travel agents who book 80% of the company’s cruises. Conventional fax and email alerts of promotions, itinerary changes and other information were being lost in a storm of messages that the agents receive from fax and email. Royal Caribbean came to OTOlabs, seeking a technology solution that would address these issues, allowing for RCCL agents to gain access to booking engines and the latest content immediately through a branded desktop application.
J.D. Power: Portal Site Design
For forty years, the JDPA report binder had taken on almost iconic significance across the industries served – particularly the U.S. automotive industry, the largest and longest served by JDPA. Many users were accustomed receiving data in hard copy (binder) format; it was essential to the success of the project that they do not perceive online delivery as a reduction in content or value.
Fox: Family Guy “Save the Couch!” Screenmate Game
Twentieth Century Fox Home Entertainment released a Family Guy Star Wars DVD collection and wanted to keep the brand front of mind so that users would purchase the DVD when it was available. OTOlabs worked with Fox to develop an entertaining ScreenMate game.
Comcast: Search Engine Marketing (SEM) Initiatives
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.