Time Warner: Super Bowl's Home Team

1/25/2004 7:00 PM Eastern

With the eyes of sports fans around the country focused on Houston during this week's run-up to Super Bowl XXXVIII, the local Time Warner Cable system is leveraging the hometown event as a means to drive digital penetration and extend its brand by participating in high-profile happenings.

To boost its business, the cable operator has partnered with ESPN to create an internal raffle designed to prompt customer service representatives to sell digital upgrades. The campaign is keyed to ESPN Classic, available on the MSO's digital tier. The CSRs will get a raffle ticket for each upgrade they sell, said Ray Purser, vice president of public affairs for the system.

The first-place winner gets two tickets into the National Football League championship game, while others receive two VIP passes to the ESPN Roadshow party in town, the ESPN Roadshow truck, or another total-sports network party.

The presence of the ESPN vehicle will also be used to expand the operator's community involvement, as Time Warner will host children from the Houston Police PALS program, an outreach to at-risk kids.

The operator intends for its news channel to be a key source of community information before the Super Bowl. Nightly, the channel will cablecast Touchdown Houston, a 7 p.m. wrap-up of the day's game-related events. Features and news programs will also be scheduled throughout the day, including traffic alerts.

The system recently launched wireless Internet services for businesses and will gain exposure for that product at a Habitat for Humanity home-building drive dubbed SuperBUILD.

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