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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.    

  • 

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  

Time warner cable studios activation  
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