• Social: #SignMyTweet

    XFINITY Sports teamed up with NFL legend Emmitt Smith to reimagine the sports-autograph experience with the first-ever live Twitter autograph session. 

    All fans had to do was tweet a message to @XFINITYSports using the hashtag #SignMyTweet for a chance to have the NFL Hall of Famer sign their tweet.

    We simply printed out a giant version of their tweet, got Emmitt to autograph it and then mailed it to them.

    This campaign produced unprecedented activity for XFINITY Sports. In just 24 hours, the initiative resulted in the following: 

    • Over 15 million total organic impressions

    • An engagement rate of 8.5 percent (quite amazing for Twitter)

    • 3,815 total uses of #SignMyTweet

    • 400 autographs that were sent to lucky fans

    • One marriage proposal

    You can find more information about #SignMyTweet here

    Released: December 2014

    San Francisco, Comcast/XFINITY, Social

Emily’s Oz

  • TV Spot: “Emily’s Oz”

    Aired during the 2015 Academy Awards, a 60-second commercial called “Emily’s Oz” sparked a conversation about how people with disabilities enjoy entertainment.

    Comcast teamed up with GS&P New York to create the spot, which illustrates what a person who is blind sees in their head when they watch their favorite movie. “Emily’s Oz” brings to life The Wizard of Oz according to Emily, a seven-year-old girl who was born blind.

    Comcast and GS&P worked on the campaign with director Andreas Nilsson and some of Hollywood’s top set designers and makeup artists. The spot features a voice-over by two-time Academy Award–winner Robert Redford.

    The commercial directed viewers to EmilysOz.com, where they can watch a short documentary about Emily’s story and how her vision came to life. The site also explains the technology behind Comcast’s accessibility services.

    The talking guide that is featured in the spot is the latest in a series of innovations created in the Comcast Accessibility Lab. Comcast created, in addition to voice guidance and one-touch access to closed captioning, an online help-and-support resource for XFINITY customers looking for information about accessibility-related topics.

    “We want to create opportunities for people who love film and television but who might not have the opportunity to experience it to its fullest,” said Tom Wlodkowski, who was hired as Comcast’s vice president of audience in 2012 to focus on the usability of the company’s products and services for people with disabilities. 

    Released: February 2015

    Comcast/XFINITY, Film

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