John Young & Robin D'Agostino's presentation from the Digiday Content Marketing Summit in Half Moon Bay, CA - August 4, 2015.

2. Will
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video
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3. Record-breaking success on every platform
#1 week on VOD, online, and mobile
Over 56 Million hours viewed
+ 24% viewership online, +64% mobile

4. Customer Love.
@XFINITY thanks for a
wonderful #Watchathon
week!!
#MustGoOutsideTomorrow
#Watchathon week
needs to be watchathon
MONTH! Haha sooo
many more shows I want
to binge watch! 😩😩😩😩
@XFINITY thanks for a great
#Watchathon week! I was able
to see everything on my list!
For my last choice gonna
watch the new
#GameofThrones
Getting really sick is
awful, but getting really
sick during #watchathon
week is the best case
scenario. watching
dr.who for the first time.
Hell yea I love
xfinity... #TheWire
all seasons
#OnDemand & in hd
#WatchathonWeek is the
greatest week of the
ENTIRE year and don't let
anyone tell you anything
different.
My life during
#Watchathon is
simple. Work, eat,
sleep and watch TV.
Is it ok to hug
your TV
#Watchathon.
Thx
@XFINITY

5. Surrounding the customer with owned and earned media
TV
Spots
Pre,
During,
&
Post
VOD
loop
Custom
reads
Custom
Microsite
Dynamic
site
includes
exclusive
interviews,
excuse
generator,
user
gen
gallery,
etc.
Programmer
Outreach
45+
unique
posts
with
an
est.
reach
of
21MM
In-­‐VOD
TV
spots
Owned
inventory
xfinityTY.com
Homepage
promoGon
Direct
Mail
Targeted
to
previous
watchers
VOD
Menu
Two
week
hero
placement.
Social
Media
War
Room
Rich
media
posts
on
official
plaLorms
Web+
TV
iGuide
Banners
Sweepstakes
E-­‐Mail
Reaching
3MM+
Social
Partnerships
w/
6
brands
&
4
microcelebs
Fan
Outreach
ProacGve
fan
outreach
via
care
packages,
badges
for
fan
sites,
and
real-­‐Gme
conversaGons

6. Direct-response principles apply – “free,” targeting,
personalization, and count-downs make a difference.
Relationships are a 2-way street – we made it easy for
partners and advocates to share
Playful, real-time social staffing drives engagement.
What we learned…