TOPLINE RESULTS
30M
Reach
45
MEDIA PARTNERS REACHED
CLIENT
Xfinity
YEAR
2019
Location
U.S.
SERVICES
Research
Strategy Development
Creative & Production
Media Planning & Buying
– Experiential: Events
– New Media: Digital, Social
CHALLENGE
To show how Xfinity is providing a platform for Asian American representation in entertainment through the X1 Asian American Film & TV (AAFT) On Demand destination during Asian American & Pacific Islander Heritage Month (AAPIHM)
INSIGHT
First designated in 1992, Asian American & Pacific Islander Heritage Month (AAPIHM) is a celebration of Asians and Pacific Islanders in the United States, their significant contributions to its history and its continued success.
OUR APPROACH
Although Xfinity is a household name in the cable television space, it wasn’t necessarily synonymous with Asian American entertainment. Looking to put a spotlight on their unparalleled Asian American content, we leveraged AAPIHM as the basis for an in-store event and complimentary PR campaign to spread the word.
With an engaging in-store event in the DC area’s Chinatown, we created a one-of-a-kind experience for its guests. A meet and greet with the stars of popular Asian American series were in attendance to discuss the popular show. Guests were also able to experience the platform themselves while munching on delicious dumplings.
Both the PR and the DC event promoted the X1 AAFT On Demand destination during AAPIHM. The PR efforts through press releases and embargos reached a wide circulation of 334K and raised awareness of AAFT within Asian American communities in several key markets. The event created opportunities for Asian American communities to try the AAFT destination in person. Overall, based on the comments recorded both online and offline, the reception of AAFT was extremely positive.
