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case studies: TiVo: New Features & New Boxes

TiVo customers are in front of the TV. They go to their favorite channel or saved shows so it is a challenge to inform them about new features. Viewing online video is a new TiVo feature. TiVo’s goal was to reach men 18-35. Andy Pray of Ruder and Finn along with the top TiVo marketing team asked Hitviews to select a WebStar who could instantly communicate the benefits of the new feature. Campaign goals were to inform a demographically-relevant audience of new TiVo features and generate “buzz” for the upcoming release of next generation TiVo boxes.

Strategic Approach:

  • Two videos were made by one WebStar for TiVo
  • Each video demonstrated the benefits of the new TiVo feature
  • Videos were distributed to multiple sites for maximum impact

Results:

  • 1,209,021 views
  • Over 9,200 “fan mail” comments - The TiVo message elicited passionate response, almost 10,000 people took the time to share their thoughts about a commercial. (It is fair to say that few commercials on TV do not get that level of viewer interaction.)
  • 19 video responses from viewers who shot their own video in response to TiVo’s message
  • The client was satisfied with the results and asked for a third video a year later to demonstrate the ability of Hitviews to give their site “lift”