We used TiVo to tell viewers NOT to record Battlestar Galactica. We created a first of its kind Battlestar Galactica sweepstakes on TiVo where users had the opportunity to win one of 10 iPhones. Since this sweepstakes concept was inherently against TiVo’s reason for being, it was a huge win to negotiate the partnership. The program was promoted through the TiVo system by giving viewers the ability to click interactive tags on BSG “What the Frak is going on?” – the term Frak being common Battlestar Galactica vernacular.

We used popular sites of Battlestar fans to tell their audience to leave and watch the premiere. Core fans found their favourite websites blacked-out during the premiere, directing them to their TV by telling users to “Get the Frak off the Web.” We utilized Yahoo! Mail Save-the-Date, the mail event-driver function on Yahoo! to encourage people to mark their calendars for BSG.

The sweepstakes drove 17,000 submissions within a three day period and the high live ratings stayed consistent throughout the entire season. Battlestar Galactica recorded the most successful TiVo sweepstakes to date – more than doubling the daily return of the previous best response. The program quadrupled the average number of consumers selecting the Battlestar Galactica commercial spot to learn more on TiVo (.19% vs. .04%).

And most significantly, premiere live ratings were the highest ever at 1.21 M25-54, beating last season’s live rating average by 34% despite moving to Friday night.