This short case study lays out some of the challenges facing marketers in this category - and our novel approach for overcoming them.
This spot kicked off the campaign and laid out its premise.
An example of a 30-second spot featuring real people testing the product.
A longer-form video that lived on the Xfinity website.
In a category where brands all claim to be the best, it's hard to know who to believe. With the X1 Challenge, we took a different approach, encouraging people not believe anybody - not even us.
Xfinity X1 was years ahead of its competition, and nothing we could do or say would be as convincing as experiencing the real thing. So we sent TV host and tech guru Chris Hardwick on a coast-to-coast bus tour, letting real people try X1 for themselves and capturing their reactions. We also replicated the experience online, allowing people to test their provider against X1. The result was a hugely successful, multi-channel acquisition campaign that ran for 4 years.
