Direct-Response Ad Airing On-air, Online, In Theaters
Cablevision is running what the operator says is the cable industry’s first 3D direct-response ad, supporting its Optimum triple play offering.
The metro New York area’s predominant provider has rolled out 3D versions of the direct-response spot touting its bundle of iO TV, Optimum Online and Optimum Voice, both online and at the 25 New York-area Clearview Cinemas, owned and operated by the MSO. Part of its “11 Days of Optimum Value to Kick off 2011” initiative, Cablevision will also run a 2D version of the spot on television.
To support the Optimum Triple Play 3D promotion, Cablevision is launching a 360º marketing campaign, including a microsite, optimum3Dadventure.com, that will feature 2D and 3D versions of the spots, as well as serve as the forum for visitors to enter a sweepstakes to win 3D TV sets, G-Tablets, and digital phones and extra features like games, ring tones, screen savers and behind-the-scenes footage from the making of the spot.
“Cablevision is celebrating its long history of innovation and as the telecommunications provider of choice in our marketplace by being the first cable company to launch a marketing campaign in 3D,” said Jonathan Hargis, Cablevision’s executive vice president of marketing and advertising, in a statement. “Crafted in the spirit of our popular Reggaeton ads, The Optimum 3D Adventure campaign is fun, consumer-friendly, and designed to get customers engaged and part of the experience.”
For those interested in watching online, Cablevision is distributing more than 300,000 3D glasses in newspapers and via direct mail.
The Optimum Triple Play promotion was introduced in 2004 as the industry’s first $29-$29-$29 offer, and the pricing has not changed since. Accoding to Cablevision, the vast majority of new customers opt to order the Triple Play when signing up for service, making it the MSO’s most popular product offering to date.
Throughout the “11 Days of Optimum Value to Kick Off 2011” promotional campaign, Cablevision is highlighting the most popular benefits customers receive by subscribing to one or more of the Optimum digital service. More information on each day and the featured benefit can be found at optimum.com/value.
original post here: http://www.multichannel.com/article/462550-Cablevision_Rolls_Out_3D_Spot_Touting_Triple_Play.php