Xfinity ‘Bad Weather Trigger’ Blows Away Competition
Today, for the second time in a week, a Nor’easter is hitting the East Coast. Whether it’ll undergo “bombogenesis” like the previous one that brought tree-felling strong winds and coastal flooding remains to be seen, but the evidence is clear that Xfinity’s “Bad Weather Trigger” blew away the competition to win the online marketing honor in “The Best Marketing of 2017.”
Target Marketing awarded the Comcast subsidiary the distinction because Xfinity’s campaign to win over satellite customers who were irritated with service outages during bad storms literally displayed ads on TVs that were without operational dish service. As in, the satellite is covered with snow and the television screen is dark? In comes the Xfinity banner ad.
Target Marketing Editor-in-Chief Thorin McGee wrote of the Xfinity online campaign:
It’s one thing for a cable company to call out satellite for its supposedly poor reception in stormy weather. It’s another to target satellite subscribers with those ads when their TVs are actually out!
While this fact alone is part of the reason Comcast’s subsidiary, Xfinity, won with its “Bad Weather Trigger” in 2017 — which had plenty of horrible storms. But another factor is what the DMA ECHO awards highlighted. The marketing effort with the goal of switching dish customers to cable yielded impressive results, with McGee’s summary below:
Overall, the “Bad Weather” campaign hit satellite companies where it hurt. It was 9 percent more effective at driving orders than its benchmarks, had a 17 percent higher clickthrough rate and improved online conversions over 32 percent.
The agency, DigitasLBi, submitting its work with Xfinity on this campaign to ECHO for consideration, shows on the Data and Marketing Association’s website that the lure of binge-watching TV on a comfy couch while a storm rages outside a consumer’s home is a desire too great to be thwarted by a satellite service outage. To get bummed dish subscribers to switch to cable happened as so:
“We partnered with Spongecell, who has advanced data targeting abilities, which enabled us to implement specific weather parameters that would trigger this message at the specific moment when a prospect might just be frustrated enough with their unreliable service to switch to Comcast. Weather is an extremely unpredictable targeting tactic, and we had to identify the optimal set of weather parameters to ensure we were still being relevant to users, but not limiting our scale.”
Marketers interested in the other campaigns we picked as “The Best Marketing of 2017” can check out the long-form article here:
- All Honorees: “The Best Marketing of 2017”: When we sat down to talk about the best marketing of the year, Target Marketing’s editors brought a lot of nominations to the table. They included marketing that inspired us, campaigns that moved us ... in some cases just campaigns that made us go buy something.
As well as articles highlighting a couple of those campaigns and programs here:
- Best of Social Media Marketing: Snickers — “On the Hangriest Web Days, Snickers Were 82% Off”: With happiness being the inverse of anger, intense levels of online vitriol were solved with discounted candy bars. So begins one of the least boring stories about data ever — when Snickers and agency Clemenger BBDO Melbourne in Australia teamed up to create a social media “Hungerithm” that resulted in discounted Snickers bars, which spread to the post-election U.S.
- Best of Email Marketing: U.S. Postal Service — “USPS Dominated 2017’s Email Marketing Campaigns”: You’d be hard-pressed to find more consumers regularly excited about email than the recipients of USPS Informed Delivery notices. One such postal customer — Target Marketing Publisher Chris Lyons — opened up his email that shows scans of his physical mail and shared his smartphone screen with editors assembled to pick "The Best Marketing of 2017” campaigns for our most recent magazine issue.
What do you think, marketers?
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Related story: On the Hangriest Web Days, Snickers Were 82% Off