Cablevision Says RFI Ad App Was a Hit

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Cablevision said it had strong results to an initial ad campaign with email fulfillment from a 30-second TV spot.
Cablevision said it launched Optimum Select RFI with a campaign for ICE Enterprise. ICE used its Voyage Travel Rewards to launch a Royal Caribbean Cruise Line promotion that ran for two weeks across Cablevision's New York metro service area.
Lincoln, Benjamin Moore and Adirondack Regional Tourism have plans to begin RFI to email campaigns shortly, Cablevision said.
The campaign promoted a "two for the price of one" vacation offer from Royal Caribbean, promoted through 30-second television spots, enabling consumers to request more information about purchasing the vacation package and joining the travel rewards program.
The spots included an Optimum Select overlay prompting the viewer to press the "select" button on their remote to receive additional information.
After an opt-in and verification of their personal information, the viewer selects "submit" to complete the email submission.
The result: 3,000 unique email leads were obtained over the two week period and the offer redemption rates rang in at 24%, more than double the industry average for conventional email campaigns, according to ICE.
David Kline, president and COO of Rainbow Advertising Sales Corporation (RASCO), the sales organization for Rainbow Media and Cablevision, said in a statement that "giving advertisers the ability to send viewers an email offer from a TV commercial, whether in the form of a direct offer, e-brochure or coupon, is a cable industry first."
John Rowley, Chairman & CEO of ICE Enterprise, said in the statement "we could not have been happier with the results of the Optimum Select RFI with email fulfillment campaign; it is truly a groundbreaking milestone