Comcast (NASDAQ: CMCSA) has partnered with Twitter-owned social marketing specialist Niche on an influencer-based social media campaign to promote the MSO's X1 advanced video platform.
The campaign, first reported on by AdWeek, features Vine stars including Josh Peck, King Bach, Brittany Furlan, Marcus Johns, Meghan McCarthy and Zach King making social video testimonials about their X1 experiences. The videos will be shared across multiple platforms and will also be included in a Twitter "Promoted Moments" ad. Campaign-related content posted on other platforms will be pushed to Twitter.
A Comcast rep tells FierceCable it's the first time the company has tried this kind of marketing approach.
Comcast worked with its ad agencies, Goodby, Silverstein & Partners and Liquid Thread, to come up with a list of influencers that fit the brand.
"Their strength is they're creating good content," Comcast VP of Customer Marketing Communications John Young told AdWeek. "And it gets shared outside of their organic audience when they do good content."
Attributing its rapidly declining churn to positive consumer experiences with the X1 platform, Comcast is making a concerted effort to increase the distribution of the product.
Speaking to investors last month, Mike Cavanagh, senior executive vice president and CFO at Comcast, said the X1 platform is now in about 30 percent of the cable company's footprint. Comcast also says it's up to installing 40,000 X1 set-tops a day.
Cavanagh added that he expects 2016 to be a "big year" for the platform.
- read this AdWeek story
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