In the past few years, the latest technology has mainstreamed into “must haves” for consumers. From Wi-Fi hotspots that keep you connected wherever you are, to On-Demand movie releases that were just in the theater last week, if you don’t have the latest and greatest gadgets and apps, you’re simply out of the loop. This is not an option for our tech-savvy New York consumers. For them, being aware of and acquiring the latest tech is important. However, they know that it also adds up, so they are perpetually searching for the best deals.

In deciding to bring this “hunt” to life as authentically as we could—in 3D—the Optimum Adventure was born. The Optimum Adventure is the story of 4 treasure hunters who scour the Amazon jungle in search of hidden jewels—the Optimum Triple Play products. Upon entering an ancient pyramid, each hunter encounters perilous challenges: hungry carnivorous plants, death-defying heights, and dancing skeletons. As each hunter evades danger and obtains the treasures, the #800 is sung in a melodious choir. Ultimately, the 4 treasure hunters, and characters they have met along the way, find themselves back at home, enjoying the Optimum Triple Play.

Our solution: Bring this “hunt” to life by creating an adventure where treasure hunters scoured an ancient pyramid for hidden jewels— OPTIMUM’s TV, Internet and Phone. At the time Optimum had just generated buzz around its new 3D programming, which coincidentally launched when 3D technology and movies were making headlines worldwide. So we decided to ride the wave of this excitement and create an exhilarating 3D experience for our audience by developing a 3D stereoscopic version of the DRTV commercial, which aired in Cablevision’s own theatres, before blockbuster hits like Tron. Movie posters were also placed in the theatres and collateral pieces with 3D glasses were distributed. This, along with other mediums like DM, FSI’s, QR Codes invited people to the one-of-a-kind 3D experience online, to sign up for a sweepstakes with a 3D TV grand-prize, and most importantly to call the #800 to sign-up for OPTIMUM.

Optimum Adventure 3D has proven to be an all around success for Cablevision. The 360 experience continues to generate positive brand awareness and brand interaction across its interconnected, traditional and digital consumer touch points to over a hundred thousand people. While Q1 public subscriber information is not yet published, response levels have been robust and are at, or exceed the levels of prior successful DRTV campaigns.