One to One Interactive Portfolio:
Comcast: Pandora Sponsorship
Vertical Market:
Project Type:
Services Deployed:
The client’s goals were to reinforce Comcast as the owner of speed and continue to drive a wedge between High-Speed Internet and DSL. Comcast wanted to convey the message of speed superiority in the context of a web experience that benefits from a high speed internet connection. It was also important to build brand awareness and position Comcast as the leader in speed.
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.
Approach:
OTOi leveraged emerging media tactics like the Pandora radio station sponsorship to generate awareness of the Comcast brand and reach prospective customers with High-Speed Internet messaging within online environments that benefit from a highspeed internet connection.
This custom sponsorship was developed in 2007 to emphasize the benefits of the Comcast High-Speed Internet product to users in an environment that requires a high-speed connection. OTOi had the ability to target based on ISP and concentrate the impressions against Dial up & DSL users trying to download and listen to music online. Unique and custom placements provide an opportunity to deliver impactful creative and messaging across Pandora.com
In Q2 of 2008, OTOi continued to support and build interest in the “Comcastic Labs” custom High Speed radio station from 2007, while adding an additional “Slowskys” radio station which featured the Comcast turtles and focused on different music genres to generate new users. We also added a new in-tuner flash unit, which incorporates an ad unit within the radio station itself to capture engaged users.
Results:
The Comcast branded radio station averaged almost double the number of user additions per day that the typical branded radio station averages on Pandora.
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.