The Web Marketing Association is proud to present this 2009 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Entertainment Rich Media Online Campaign
One to One Interactive in partnership with NBC/Universal launched a sponsorship of “The Office” Webisode series. This webisode series was held during the TV off-season from July 1 – September 15, 2008. The Webisodes will feature new “Office” show content and will be released exclusively for online viewership, keeping users engaged and connected to the show.
Comcast wanted to maintain a strong connection with its TV audience during the summer season, when most major prime time shows are off the air. Leveraging the huge popularity of the TV show, the client’s primary objective was to generate buzz and drive awareness for the multiple products and services offered by Comcast including HD video, high-speed internet, digital voice and the Triple Play bundle.
One to One interactive partnered with NBC/Universal to leverage an impactful sponsorship program across a relevant genre in support of all Comcast product messages to build affinity, generate awareness, and gain cost efficiencies.
The following tactics were developed and included within the sponsorship
• Comcast branding and premier sponsor call-outs across all “The Office” webisode assets
• High impact custom skin
• Full site ad and homepage roadblock on day of webisode launch
• Additional presence on SMS/mobile alerts
• Standard inventory across NBC and “The Office” showsite
• Streaming Video/Pre-roll across NBC Rewind and “The Office” show content and “The Office” Webisodes series featured on Hulu
• National press coverage picked up by MediaLife, MarketWatch, and Broadcasting & Cable
Please see the link for more details.
Contributors:
| National Senior Manager, Media Services: | Josie Valenti |
| Account Director, OTOi: | Jason Russo |
ONE TO ONE INTERACTIVE
Location: USA