Client: Time Warner Cable

Objectives: Create brand awareness among target customers, address local market dynamics and concerns, establish trust in the TWC brand, reinforce “The Power of You” positioning, demonstrate how products work, showing convenience, ease of use and benefits, showcase innovative technology, retain existing Adelphia/Comcast customers, acquire new satellite and other prospective customers.

Tactic: Mobile Marketing Tour

Mechanics: DJA handled the 37 day multi-tiered mobile marketing event that included direct mail event invitations, 3 fully wrapped vehicles, mall tours and many prizes. Invitations were sent to TWC subscribers to announce the event. The invitations offered instant win prizes and sweepstakes details. Promotional vehicles crossed the country by starting in CA and traveling to OH, NC, TX, ME and back to CA. The mall event showcased HDTV, VOD, DVR and Road Runner High Speed Online. An online instant win game decoder game captured visitor’s information and prizes were also awarded onsite.

Prizes: Lexus RX 400h, HDTV, laptop, iPod, and Cowon multi-media player

Results: The mobile units witnessed overwhelming consumer congestion. Local TWC reps were thrilled with the face-to-face contact. 50% of all visitors asked specific questions regarding conversation, 6% upgraded on the spot, and 5% were new customers.