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TiVo, Best Buy Launch New Generation of 'Advertainment'
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Posted by: Demandred

TiVo, Best Buy Launch New Generation of 'Advertainment' With...
May 16, 2002: 12:32 a.m. EST

(PRNewswire) - New TiVo Advertainment Debuts as Part of Best Buy National 'Go Mobile'

Campaign

Campaign Gives Peek at TiVo Capability to Enhance 30-Second Ads, Creating

Deeper Dialogue With Consumers Through Branded Entertainment Content

LOS ANGELES, May 16 /PRNewswire-FirstCall/ -- TiVo the creator and leader of television services for digital video recording (DVR), and distribution partner Best Buy, debut today a new advertising campaign that demonstrates how advertisers can leverage key functions of TiVo to transform the traditional 30-second commercial into "advertainment" that establishes far deeper communications with consumers.

Best Buy launches its first flight of advertising in its "Go Mobile" campaign later this month. Scheduled to run on MTV, the 30-second commercials in this campaign will offer a whole lot more to about 400,000 TiVo subscribers.

"TiVo Advertainment lets us extend and deepen the value of this national advertising campaign through a revolutionary creative palette that presents a new channel for communicating with consumers," said Mollie Weston, manager of broadcast strategy for Best Buy. "We're hoping the TiVo audience enjoys watching this branded entertainment as much as we enjoyed creating and developing it."

Using new TiVo Advertainment capabilities, Best Buy will provide an electronic tag for commercials that appear to TiVo subscribers. Simply clicking their remote control while the ads are on their television screen will transport TiVo subscribers to a "Video Showcase" area where they can view innovative Best Buy branded entertainment. For the TiVo portion of this campaign, Best Buy has filmed an exclusive "behind the scenes" jam session with artist Sheryl Crow featuring two new singles from her new album, "C'mon, C'mon." TiVo subscribers can also use their remote control for a chance to receive a free Sheryl Crow CD giveaway. 2000 copies of the new CD will be given away to subscribers who order the album from their TiVo.

In addition to the Sheryl Crow content, TiVo viewers will also see branded entertainment vignettes that offer fun, tongue-in-cheek tips for achieving "Electronic Feng Shui" with Best Buy's "Go Mobile" products.

While viewers watch the Best Buy branded advertainment, TiVo pauses the live program they are watching so they can return immediately to the programming, whether live or recorded, without missing a moment of their show.

"TiVo advertainment gives leading national brands a powerful new medium for extending the value of their national campaigns to a deeper, more meaningful and entertaining dialogue with consumers," said Morgan Guenther, TiVo President. "The advertising campaigns made possible through TiVo advertainment will reinvigorate and enhance the traditional 30 second commercial in a way that makes advertising more effective and results oriented for brands and more fun for viewers."

The technology breakthroughs in TiVo offer capabilities that advertisers have never had access to before, including:

-- Telescoping 30-second commercials

Viewers can "opt-in" to be transported from 30-second spots running on

networks to fun, interesting branded entertainment that offers a deeper

communication with consumers. After viewing this branded advertainment,

viewers return exactly where they left their favorite programs. The

ability to pause live television enables TiVo to automatically activate

this feature when viewers choose to watch the video content on the hard

drive.

-- Branded Video Showcase

This branded advertainment content is stored on the TiVo hard drive,

allowing consumers the freedom to access the entertainment whenever

they want and return again and again. Content is recorded on reserved

hard drive space and never infringes on consumers' allotted recording

hours.

-- Lead Generation and RFI Capabilities

For the first time ever, lead generation and request for information

capabilities are enabled in TV advertising through TiVo advertainment.

With the click of the remote, viewers can enter sweepstakes or request

info by mail.

-- Audience Measurement features provide TV's first Return on Advertising

(ROA) Metrics

In addition to lead generation data, TiVo offers brand marketers near

real-time audience measurement data on their campaigns. TiVo can

provide deep information on how anonymous users interacted with the

entertainment including when it was viewed and how often. These metrics

will give brand marketers new tools for maximizing the effectiveness of

their television campaigns.

"TiVo represents a revolution in the way people watch TV, giving new power and control to viewers," Guenther said. "This element of viewer control is now sparking the second wave of this revolution -- a revolution in television advertising and the entertainment value it offers viewers. TiVo provides networks and advertisers the tools necessary to enhance their branding campaigns, deliver exclusive video and provide valuable information in this new world of viewer control."

"We believe that advertising is, in fact chosen and consumed by the viewer today," said Mark Messing, vice president of advertising strategy for Best Buy. "There are simply too many options, too many reasons to avoid advertiser content in the traditional 'broadcast model.' So, we see this effort with TiVo as central to understanding how our messages are consumed at greater rates than the competition."

Minneapolis-based Jambalaya Inc., subsidiary of Initio Marketing Communications, worked with Best Buy to develop the TiVo Showcase content.

About TiVo Inc.

Founded in 1997 with the mission to dramatically improve consumers' television viewing experiences, TiVo is the creator of and undisputed leader in television services for digital video recorders (DVR). TiVo's leadership has defined and inspired the entire category, earning the company patents for pioneering inventions associated with DVR software and hardware design. TiVo was the first to deliver on the promise of consumer choice and control over TV viewing, building a loyal and passionate subscriber base with over 97% of customers recommending TiVo to a friend. This enthusiasm has contributed to overwhelming growth over the past year, bringing the total subscriber base to exceed 380,000. TiVo is headquartered in San Jose, CA. Revenues for the twelve months ended January 31, 2002 were $19.4 million. Additional information can be found at http://www.tivo.com/ .

About Best Buy Co., Inc.

Minneapolis-based Best Buy Co., Inc. is North America's number one specialty retailer of consumer electronics, personal computers, entertainment software and appliances. The Company operates retail stores and commercial web sites under the names: Best Buy (BestBuy.com), Future Shop (FutureShop.ca); Magnolia Hi-Fi (MagnoliaHiFi.com), Media Play (MediaPlay.com), On Cue (OnCue.com), Sam Goody (SamGoody.com), and Suncoast (Suncoast.com). The Company reaches consumers through more than 1,900 retail stores in the U.S., Canada, Puerto Rico and the U.S. Virgin Islands. For more information on Best Buy, visit our virtual pressroom at http://onlinepressroom.net/bestbuy .

This release may contain forward-looking statements regarding TiVo's business, customers or other factors that may affect future earnings or financial results. Such statements involve risks and uncertainties, which could cause actual results to vary materially from those, expressed in or indicated by the forward-looking statements. Factors that may cause actual results to differ materially include delays in development, competitive service offerings and lack of market acceptance, as well as the "Factors That May Affect Future Operating Results" and other risks detailed in our Annual Report on Form 10-K for the period ended December 31, 2000, the Transition Report on Form 10-K for the period ended January 31, 2001, and the Quarterly Report on Form 10-Q for the period ended October 31, 2001, filed with the Securities and Exchange Commission. We caution you not to place undue reliance on forward-looking statements, which reflect an analysis only and speak only as of the date hereof.

NOTE: TiVo is a registered trademark of TiVo Inc. in the United States and other jurisdictions. All other company or product names mentioned may be trademarks or registered trademarks of the respective companies with which they are associated.

Posted by: JoeTiVo

A few threads down in the list;

http://www.tivocommunity.com/tivo-v...&threadid=58727