Comcast Twitter Campaign Pumps X1MSO Tries New Way to Market Core Video Service 1/20/2016 4:30 PM Eastern
Comcast is using its mobile-focused Stream TV service to target cord-cutters and younger viewers, but has also embarked on a new Twitter-focused campaign with Vine stars to drive interest in its core pay TV service, X1.
As AdWeek first reported, Comcast has teamed with Niche, a Twitter-owned company that specializes in making Vine content, to market X1 using a group of 19 “social media creators: such as Josh Peck and Zach King to show “little product moments” about X1 and its features. Ben Kovacs told the publication that an aim was to “make a big splash” by generating a large amount of content very rapidly.
Comcast said the campaign is a first for the MSO, as it’s “always looking for new, creative ways to market all he cool things that the platform can deliver…Twitter and Niche have been great partners and helped us produce a really diverse mix of videos that are not only funny and creative, but also help tell our product story in a natural and authentic way.”
It’ll also be used to tout X1 and its features to new audiences as the MSO looks to turn the tide and add video subs on an annual basis. As for X1, it ended Q3 2015 with a 25% penetration with X1, and has recently ramped up deployment to 40,000 X1 boxes per day.
The video below offers a sampling of the snackable content that’s tied into the campaign.