Will  insert  video  here  

Record-breaking success on every platform #1 week on VOD, online, and mobile

Over 56 Million hours viewed + 24% viewership online, +64% mobile

Customer Love.

@XFINITY thanks for a wonderful #Watchathon week!! #MustGoOutsideTomorrow

#Watchathon week needs to be watchathon MONTH! Haha sooo many more shows I want to binge watch! 😩😩😩😩

@XFINITY thanks for a great #Watchathon week! I was able to see everything on my list! For my last choice gonna watch the new #GameofThrones

Getting really sick is awful, but getting really sick during #watchathon week is the best case scenario. watching dr.who for the first time.

Hell yea I love xfinity... #TheWire all seasons #OnDemand & in hd

#WatchathonWeek is the greatest week of the ENTIRE year and don't let anyone tell you anything different.

My life during #Watchathon is simple. Work, eat, sleep and watch TV.

Is it ok to hug your TV #Watchathon. Thx @XFINITY

Surrounding the customer with owned and earned media

         

TV  Spots  Pre,  During,  &  Post  

                     

                 

VOD  loop  Custom  reads  

Custom  Microsite  Dynamic  site  includes    

exclusive  interviews,  excuse  generator,  user  gen  gallery,  etc.  

Programmer  Outreach  45+  unique  posts  with  an  est.  reach  of  21MM  

In-­‐VOD  TV  spots  Owned  inventory  

xfinityTY.com  Homepage  promoGon  

Direct  Mail  Targeted  to  previous  

watchers  

VOD  Menu  Two  week  hero  placement.  

Social  Media  War  Room  Rich  media  posts  on  official  

plaLorms  

Web+  TV  iGuide  Banners  Sweepstakes  

E-­‐Mail    

Reaching  3MM+  

Social  Partnerships  w/  

6  brands  &  4  microcelebs    

Fan  Outreach  ProacGve  fan  outreach  via  care  

packages,  badges  for  fan  sites,  and  real-­‐Gme  conversaGons  

Direct-response principles apply – “free,” targeting, personalization, and count-downs make a difference. Relationships are a 2-way street – we made it easy for partners and advocates to share Playful, real-time social staffing drives engagement.

What we learned…