Executive summary

In our second year as a Proud Partner of THE PLAYERS® Championship, we sought to amplify our presence leading up to and at the event. We created a robust 360-degree, integrated marketing campaign (IMC) detailing our next-gen technology, expert partnership, and engaging in-person and digital experiences. This campaign reflects the evolution of the Comcast Business brand as a leading technology solutions partner, demonstrating not only what’s possible for businesses, but what we’re actively doing for customers across industries today. Through compelling storytelling, innovative immersive experiences, a journalist-hosted virtual forum, and strategic partnerships, we wove together our onsite and digital content for an enhanced, interconnected experience that extended far beyond THE PLAYERS® week. The campaign was comprehensive with paid and earned media, 1:1 customer communications, internal employee activations, sponsorships and onsite activations, and more. Across all channels, we are seeing positive results in increased brand awareness among our enterprise customers and prospects and increased sales and revenue for the business.

Objectives

Our key objectives were to:

• Elevate our brand, drive revenue growth, and create company-wide and local engagement, including but not limited to:
• Brand
• Drive brand leadership and increased brand awareness through high-impact media, on-course activations, sponsorship and branding
• Create opportunities for our guests to interact with and learn about our technology via technology integrations in the Comcast Business Pavilion and our first-of-its-kind at the PGA TOUR predictive gaming experience, Game the Green™
• Create a best-in-class digital experience that complemented, extended, and scaled our onsite experience and drove brand presence
• Reach a large digital audience by partnering with major news and media partners
• Drive growth
• Drive engagement with prospects and customers across all of our business segments
• Create a forum for executive peer-to-peer conversations, featuring client speakers, journalists, and industry experts
• Deliver a unique experience for clients both onsite and offsite that resulted in increased consideration and conversion
• Accelerate revenue across segments through high-touch marketing engagements while elevating the Comcast Business brand
• Continue the event momentum – digitally – by driving lead generation post event with compelling on-demand content and a unique website experience
• Engagement
• Partner and support local Florida charities to support the community
• Host onsite and virtual executive forums where prospects and customers could learn from thought-provoking business conversations with industry leaders

Strategy

With our integrated marketing campaign, we aimed to showcase how Comcast Business drives the technology and business of THE PLAYERS^® Championship. To build on the success from last year, we leveled up our THE PLAYERS^® partnership with a technology leadership message that celebrates the parallels between Comcast Business and golf to elevate and drive credibility for Comcast Business as a technology leadership brand. Throughout the multi-day event, technology at THE PLAYERS^® was powered by our connectivity, showcasing the full range of Comcast ecosystem capabilities, including broadcasting, merchandising, retailing, apps, and technology — all powered with our connectivity solutions. We also leveraged the NBCUniversal ecosystem — from broadcast coverage to executive forum talent — to amplify our presence and reinforce our leadership across both media and technology. Our campaign around these efforts underscored our position as a partner at the intersection of business decision makers and golf enthusiasts.

Amplifying our strategy with a full IMC

We used golf-themed tactics for our THE PLAYERS^® platform, which were featured in all activation elements, most notably in 30-second and 15-second spots on broadcast and simulcast. Our full IMC included national and local TV spots (NBC, Golf Channel, cable, and broadcast), online video (OLV), social video, radio/OLA, custom digital and social content, influencers and news and media creators, Out of Home assets (OOH), email, paid search, a press release, X1 TV experience, and much more. By telling our story as a technology leader with the backdrop of best-in-class golf, we drove credibility and awareness of the Comcast Business brand.