Time Warner Cable is backing its ‘Enjoy Better' brand platform with local buys in the Super Bowl as part of a multimedia campaign, which includes a consumer sweepstakes and is valued at some $80 million.
The campaign, reminding subscribers of the role Time Warner Cable plays in their lives, is anchored by a commercial featuring comedian Ricky Gervais and actress Mary Louise Parker, among others, that will bow during Super Bowl XLVI on Feb. 5, which is expected to be by far the largest telecast in 2012, if not U.S. TV history. The nation's No. 2 cable operator has secured time within NBC's local inventory during the Big Game. The commercial will air within Time Warner Cable's footprint, encompassing markets in New York, California, Texas, Ohio, Wisconsin and the Carolinas.
Time Warner Cable officials said the Enjoy Better spots on Super Sunday will air as a bookend teasers in the Road to the Super Bowl at 12:58 p.m. (ET) and at 2:30 p.m. in the Pre-Game telecast. The 30-second "Anthem" spot is scheduled to air at 7:58 p.m., which will likely put it in the second quarter. A 60-second version of Anthem, with offer, is scheduled for late news at 11:19 p.m.
"The brand platform is designed to remind consumers of the role we play in their lives; connecting them to the entertainment, information and people that they love," said Jeffrey Hirsch, executive vice president and CMO at Time Warner Cable, in announcing the initiative. "For too long we've been focused on the features we offer and price. With Enjoy Better, we're reminding folks that with Time Warner Cable, we make enjoying the things that they love better."
The Enjoy Better branding begins with teaser spots on Saturday Feb. 4 that will run through the ad's appearance during the Super Bowl. Additionally, Enjoy Better will be featured online and social media placement, including on Time Warner Cable's YouTube channel, Time Warner Cable's Facebook page, Timewarnercable.com and the company's Untangled blog.
Time Warner Cable is flanking the campaign, with the "Enjoy Winning Better Sweepstakes" on its Facebook page, starting Feb. 4. One grand prize winner will receive a home entertainment system and a year of the MSO's digital TV and broadband services. Three first-prize winners will each receive $2,500, while second-prize winners will each receive a $500 gift card. Entrants, who can check out the commercial on the aforementioned MSO platforms, have until Feb. 29 to register; the winners will be announced on or about March 2.
