XFINITY drives real-time viewer engagement with “Reality Week”

XFINITY, the cable TV and online services brand, engaged an audience of millions with a campaign that drew on the mass appeal of reality television.

XFINITY, a unit of Comcast that provides cable television and internet services, identified an opportunity to reach people with an unrivaled passion for live content.

The brand’s target audience? Reality-television fans who devour shows like ABC’s matchmaking franchise “The Bachelor”, Bravo’s glamour-meets-strife mix in “The Real Housewives of New Jersey”, or MTV’s mischievous reuniting of former couples on “Ex on the Beach”.

XFINITY’s appeal to this cohort was based around “Reality Week” – an initiative that launched in in January 2019 and fused experiential marketing, online content, and an activation for cable subscribers that sought to attract eyeballs, start conversations,...

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