COMCAST – Feed YOUR Head
Cable Marketing Acquisitions and Upgrades - College Off Campus Campaign
An experiential campaign to show college students that Comcast "Feeds Their Heads" with entertainment
FEEDING STUDENTS HEAD WITH ENTERTAINMENT AND FOOD!
Comcast needed an upgrade to their college marketing initiatives. Previous marketing attempts reflected the anxieties new college kids were facing, being hungry, fear of missing out and the visuals followed suit.
Feeding their head with entertainment and free food
We were able to position Comcast as a brand to “satisfy the hunger” not by just marketing to them with printed collateral and offers but a 360 degree campaign that engaged with them in person.
A “Comcast: Feed Your Head” team was deployed to big college campuses with street teams armed with giant pixie sticks wheeling around campus on trikes and Brain Helmets. Delivering the promise that Comcast will feed your head with cable, internet and food, giving them instant gratification—much like the service.
MY ROLE
Art and design lead. Led a team of a web designer, programmer, illustration and designer on an armada of campaign materials.
ART DIRECTION
The design of the campaign featured an illustration of a moody and animated brain that reflected the anxieties of college students with lines like “feed me, I’m hungry”, “I’m freaking starving” setting up Comcast as a hero and relatable to students.
Branded food distribution van
Animated web banner campaign
Landing page
Sweepstakes signup page / lead funnel & collection
THE RESULTS:
Upgrades to packages increased by 26% and acquisitions increased by 94% in the first year of the campaign.