At a glance

XFINITY, a unit of Comcast that provides cable television and internet services, successfully engaged millions of consumers through a wide slate of digital content based around reality TV.

Why it matters

As a growing number of consumers cut the cord on pay-TV subscriptions in favor of streaming-only sites, cable providers face an obvious challenge to their business models. The growing battle for attention in this category also makes it harder for marketing to cut-through.

Takeaways

  • XFINITY drew on the insight that reality television is a bigger draw for live viewership than sports in shaping its “Reality Week” campaign.
  • An experiential marketing activation, supported by a slate of digital content, enabled XFINITY to connect with a huge audience.
  • Having found success with this formula, the brand is planning to repeat – and further expand – it in 2020.