According to DMNews, TiVo has signed up marketing company Direct Impact for an interactive marketing campaign:
TiVo chose the agency for its experience in interactive branding. Direct Impact will deploy an interactive campaign for TiVo in early 2008.
â€œWe developed expertise on interactive games to drive and deepen relationships with existing customers and also to drive acquisition,â€ [Tracey Brown, COO of Direct Impact] pointed out. â€œTiVo read and heard about that and contacted us to see if we had any ideas of unique, fun, interactive games that we could develop for them.â€
She continued, â€œWhatâ€™s nice about them is they do have a good existing subscriber base, but of course are constantly trying to acquire new customers. We had tons of ideas of how to use interactivity with a game to meet two goals: to strengthen relationships with their existing customer base and make them more loyal, and to use a cool game to drive acquisition.â€
The interactive game is a new strategy for driving customer loyalty, Brown said, but TiVo has used interactive promotions, such as sweepstakes, for acquisition in the past.
Direct Impactâ€™s work with TiVo will revolve entirely around interactive media.
It will be interesting to see what they come up with. I really have no idea what kind of game they’d use as a marketing promotion.