Enhanced TV – TWC
To enhance the value of digital TV and deliver more exciting On Demand experiences to customers, Time Warner Cable launched a suite of interactive services: Enhanced TV. Unlike competing satellite and broadband services, these unique applications were free to digital cable subscribers and easy to access via remote control (vs. telephone or computer). Enabling a new world of viewing choices, ETV enabled viewers to access news, weather, sports scores and stock prices instantly, play games on TV and interact with other players, vote on polls, order from ads, and even get caller ID – all at the same time while watching their favorite TV programs!
To build awareness of ETV and its many innovative features, WP worked closely with Time Warner Cable’s product development team to write and launch comprehensive marketing materials and a multimedia consumer campaign, including new product messaging, branded site content, emails, banners, print ads, sales collaterals, users guides and custom game instructions – plus a special intranet section with product updates and assets that could be downloaded by field and regional sales / marketing teams as each app was rolled out. The strategy was a success, helping the nation’s second largest cable company to advance its video innovations and leadership in technology.
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