This campaign makes choosing satellite look silly by dialing up the extreme measures that dish owners have to go to. It's not as fun as it looks.

Open up limited-time access to the entire library of content and get them hooked.

We called it Watchathon Week. The weeklong event gave subscribers unprecedented access to premium content they could binge-watch, such as HBO’s Game of Thrones.

We promoted the week through commercials, online invitations and partnerships with the Food Network (recipes) and Airbnb (a chance to live like your favorite character.)

Projected response rates before Watchathon Week were exceeded: there was a ratings boost of 50% following the Watchathon as well as a 30% increase in paid subscriptions to premium channels.

Through this partnership with Airbnb, XFINITY earned 10.5 million social impressions from Facebook posts and Tweets as well as 4.5 million organic impressions, resulting in over 15 million social impressions alone. As well as that, we had numerous earned media impressions.

This partnership helped drive awareness and excitement about Watchathon Week and helped achieve 69 million video views across all platforms—a 33% increase over the views from the week preceding the Watchathon. Nearly 14 million viewers tuning in during Watchathon Week watched a record-breaking 50 million hours of TV content.