Time Warner Cable Studios Super Bowl Ac8va8on
Event Ac)va)on | Overview
Descrip8on: •
For six-‐days leading up to Super Bowl XXLVII, Time Warner Cable transformed Highline Stages, a 45,000 square foot landmark space in the heart of the meatpacking district in New York City, into Time Warner Cable Studios, a living breathing television set.
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This first-‐of-‐its-‐kind, innova)ve experien)al ac)va)on provided Time Warner Cable customer’s unprecedented, behind-‐the-‐scenes access to their favorite networks and brands. Customers were treated to guided tours through the simulated sets of each network, giving them the opportunity to get-‐up-‐close and personal with some of the biggest celebri)es and talent in TV, Music and Sports through day)me tours and evening par)es and performances.
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The ac)va)on also featured interac)ve and educa)onal demonstra)ons of partner and Time Warner Cable WiFi and App services reinforcing the brand, product and service value the Time Warner Cable delivers.
Time Warner Cable Studios Super Bowl Ac8va8on
Event Ac)va)on | Overview Highlights: • •
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The ac)va)on ran from 1/27/14-‐2/2/14 and featured 38 Programming and Brand Partners including: Day Partners: HBO Game of Thrones Exhibit, STARZ Black Sails Experience, ESPN SportsCenter, REVOLT Studio, SPROUT Kids Zone, Hallmark Holiday Card Sta)on, TLC The Cake Boss Cafe, NBC The Tonight Show Experience, TVGN Beauty Salon, HISTORY Vikings Set Experience, Bein Sports Soccer Challenge Night Partners: •
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The Ul)mate Super 70s Soul Party – Hosted by Magic Johnson and his TV network ASPIRE! Featuring performance by the O’ Jays Tailgate Party — Hosted by Food Network Chefs Anne Burell and Bobby Flay and special guests from SHOWTIME 60 Minutes Sports The Fox Sports 1 Thursday Night Super Bash — Hosted by Michael Strahan, featuring a performance by Kings of Leon. Supber Bowl Bash REVOLT TV Party — Hosted by Sean “Diddy” Combs and a special performance by Drake
Brand partners: Intel, Roku, Ciroc, Aquahydrate, Diageo, Pernod Ricard, Nespresso, Essie and Entwine
Time Warner Cable Studios Super Bowl Ac8va8on
Event Ac)va)on | Overview Highlights: •
Talent Gi=ing Suite Partners: Tie Bar, Uber, Bose, Costal Del Mar, Touch by Alyssa Milano, Melin Brand, Dry Bar, Tumi and SK Energy
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CAMM Day Partners: HBO, STARZ, ESPN, REVOLT, SPROUT, NBC, HISTORY, Bein Sports, Food Network, Fox Sport 1, Al Jazeera America and Ova)on.
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Special event partners: Q&A’s with talent from The Weather Channel, UFC and MSG
Time Warner Cable Studios Super Bowl Ac8va8on
Event Ac)va)on | Overview
360° Integrated Marke8ng Campaign: • • • • •
Custom Microsite, TWC Barker, Facebook Media Buy, Social Media Time Warner Cable Bill Envelope and Bill Insert Targeted Email blasts, Retail Ac)va)on, MDU Sales Incen)ves TWC Tech Trucks , AM NY Cover Wrap, Street Teams NY1 & Local Programming, Na)onal Sweepstakes, TWC Exclusives
Results: • • • • • •
22K+ customers reserved )ckets 20K+ amendees Over 1.8B PR impressions (na)onal + local) 12% increase in TWC Wi-‐Fi users in NYC 6M red carpet live stream views Social media 100M reach, 359M impressions
Customer Tes8monials: • •
“It was lovely that Time Warner Cable did this whole thing, and invited their customers for free.” “I was thrilled, excited and very happy by the )me I leq. I wanted it to never end.”
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“I had so much fun! I got to par)cipate in cool interac)ve experiences and fell like I was part of a TV show. And I got to take home souvenirs from the unique experience. It was an opportunity I would never have otherwise.”
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“Great evening, great concept, felt special”
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“I was pleasantly surprised at how fun and interac)ve the event was. Game of Thrones exhibit was worth the trip alone.
Time Warner Cable Studios Super Bowl Ac8va8on
Email Blast
Event Ac)va)on | Crea)ve Digital Banners
Retail Posters/Print Ad Out of Home
Truck Wraps
Custom Mircosite
Time Warner Cable Studios Super c8va8on US BOowl pen 2A014
Event Ac)va)on Ac)va)on P|ictures Day)me Photos
Time Warner Cable Studios Super Bowl Ac8va8on
Event Ac)va)on | Day)me Photos
STARZ BLACK SAILS
ESPN SPORTS CENTER
beIN SPORTS SOCCER EXPERIENCE
NBC TONIGHT SHOW
HISTORY VIKINGS
REVOLT LIVE STUDIO
Time Warner Cable Studios Super Bowl Ac8va8on
Event Ac)va)on | Day)me Photos
NBC SPROUT
HBO “GAME OF THRONES”
KNICKS LEGENDS
TVGN NAIL BAR
FOOD NETWORK
WEATHER CHANNEL
Time Warner Cable Studios Super Bowl Ac8va8on
Event Ac)va)on | Evening Party Photos ASPIRE’S ULTIMATE 70S SOUL PARTY, HOSTED BY MAGIC JOHNSON AND THE O’JAYS
FOX SPORTS 1’S THURSDAY NIGHT SUPER BASH, HOSTED BY MICHAEL STRAHAN AND KINGS OF LEON
REVOLT’S SUPERBOWL CONCERT, HOSTED BY SEAN COMBS AND DRAKE