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Leveraging YouTube star for Unique Content Announcement
Objectives
- Launch YouTube availability on TiVo in a way that separates it from stream of content announcement
- Leverage anticipation of launch for big hits in traditional media
- Build direct connections with loyal YouTube users who are less familiar wiht TiVo and beyond normal tech audience.
Program
- Hired Cory "Mr. Safety" Williams, YouTube star with built-in audience 150,000 subscribers
- Developed two videos with Cory's distinct voice
- Strategically reached out to top-tier journalists with advance news
Results
- -News covered by Wall Street Journal, San Francisco Chronicle, Reuters, and other top-tier outlets, with more than six million impressions surrounding launch
- -Cory's first video "My Weird Dream" was viewed 400,000 times and commented on 3,700 times
- Second video, "Control Freak" received 150,000 views and 2000 comments in first week
