Engagement Party in Comcast Town, and You’re Invited
Brian Quinton July 9th, 2009
Broadband, voice and video provider Comcast has just wrapped up the launch phase of an interactive social campaign that is pretty strictly for fun so far but which the carrier hopes to broaden and make more engaging as time goes on.Comcast introduced Comcast Town back in March in an integrated TV, print and online campaign designed by its agency Goodby, Silverstein and Partners. The TV spots depicted real people living in a virtual isometric Sims-like town and doing all the things people enjoy doing with services such as Comcast offers, from watching sports and movies on TV to playing computer games and shopping online. The online iteration of the campaign, at www.comcasttown.com, encouraged users to sign up and actually “move in” to the broadband-fueled burg by choosing a neighborhood in that same town layout and designing a room for themselves.The Web campaign was structured as a contest: Players started with a bare room and $5,500 in virtual cash and had to furnish their living space from a menu of available items, starting with a TV, computer and phone—naturally, the devices for which Comcast bundles its Triple Play customer services. Through May 14 they could then submit their design to a panel of Comcast judges who selected the top 10 layouts based on originality, overall design, and use of assets, color and space.
Brian Quinton July 9th, 2009
Broadband, voice and video provider Comcast has just wrapped up the launch phase of an interactive social campaign that is pretty strictly for fun so far but which the carrier hopes to broaden and make more engaging as time goes on.Comcast introduced Comcast Town back in March in an integrated TV, print and online campaign designed by its agency Goodby, Silverstein and Partners. The TV spots depicted real people living in a virtual isometric Sims-like town and doing all the things people enjoy doing with services such as Comcast offers, from watching sports and movies on TV to playing computer games and shopping online. The online iteration of the campaign, at www.comcasttown.com, encouraged users to sign up and actually “move in” to the broadband-fueled burg by choosing a neighborhood in that same town layout and designing a room for themselves.The Web campaign was structured as a contest: Players started with a bare room and $5,500 in virtual cash and had to furnish their living space from a menu of available items, starting with a TV, computer and phone—naturally, the devices for which Comcast bundles its Triple Play customer services. Through May 14 they could then submit their design to a panel of Comcast judges who selected the top 10 layouts based on originality, overall design, and use of assets, color and space.
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