Best Internet Service Provider Rich Media Online Ad

In Q3 of 2007, One to One Interactive (OTO) launched a Comcastic Labs branded radio station on Pandora.com. On Pandora™ users input the name of one of their favorite songs or artists and Pandora’s technology quickly scans its entire world of analyzed music to find songs with interesting musical similarities to the user’s choice. Users can then download full Pandora radio stations with their favorite types of music. OTO worked with Pandora to develop a custom radio station for user to download that included adult contemporary music and was skinned and branded with Comcast High-Speed Internet messaging.

The client’s goals were to reinforce Comcast as the owner of speed and continue to drive a wedge between High-Speed Internet and DSL. They wanted to convey speed superiority in contexts that pay off progressive/tech-leader positioning, while building brand awareness and positioning themselves as the “leader” in speed.

OTO leveraged emerging media tactics like the Pandora radio station sponsorship to generate awareness of the Comcast brand and reach prospective customers with High-Speed Internet messaging within contextually relevant environments.

The following tactics were developed and included within the sponsorship
• DMA and National Targeted Placements
• Branded Radio Station (additional station added in Q2 of 2008)
• Home Page Tuner Sponsorship (Custom Skin)
• In Tuner Flash Unit
• Non Comcast ISP Targeted ROS Inventory

On Pandora, a typical Branded Radio Station averages 15-25 additions per day, in it’s first quarter in market the Comcast Station was added an average of 41 times /day.
Please see link for details of results to date.

Contributors:

National Director, Media Services, Comcast:	Sue Slominski

ONE TO ONE INTERACTIVE

Location: USA