Cablevision Systems Corp. is running a Valentine's Day promotion designed to
position its Optimum Online high-speed cable-modem service as a gift that keeps
on giving.
The promotion bundles a cable modem, network card, self-install kit, 12
months of online service and one-dozen roses for $349.95. The offer is promoted
through The Wiz, Cablevision's consumer-electronics retail chain.
Optimum Online vice president of product strategy Valerie Green said she
thinks the Valentine's Day promotion will appeal to young adults in the digital
generation who are looking for a unique gift to buy. As a nod to the
traditional, the package includes a gift certificate for roses from Proflowers.com.
The promotion launched Feb. 1 and runs through Feb. 14. In its first five
days, sales in the campaign were running 50 percent above what had been
projected for the entire campaign, according to Green.
'I was a little nervous about the Valentine's offer because of the price
point,' she said. 'But it's been a tremendous success, even before the
advertising kicked in.'
During last year's December holidays, the MSO positioned Optimum Online as a
gift for the first time, packaging a cable modem and self-installation kit with
payment coupons good for one year's worth of broadband service.
The company is considering launching a similar campaign for Mother's Day,
designed to get more cable modems into the hands of senior
citizens.
