Motorola launches integrated NFL ad campaign in US

MUMBAI: Motorola has launched an integrated marketing programme in the US. This seeks to leverage its National Football League (NFL) relationship by educating football fans about the benefits and features of Digital Video Recording (DVR) and High Definition (HD) broadcasts.



The promotion kicked off at the start of the 2004 NFL season showcasing the Motorola DCT6412 digital cable set-top with dual-tuner DVR functionality.

Featuring pro-Bowl running back Priest Holmes, the campaign will demonstrate to football fans the satisfaction of having complete control over their TV viewing and the all-encompassing experience of watching football games in HD. In addition to halting the game for snack breaks, football fans will be able to review and replay any live on-field action, allowing them to act as coach, sports announcer, or referee, all without leaving their couch.



The integrated marketing campaign features Holmes in a TVC, Internet banner ads, a direct mail/email programme and newspaper ads. Fans will be directed to a site with more information about Motorola's dual-tuner DVR set-top technology by accessing Motorola's interactive online DVR demo.



Motorola's digital set-top platform enables operators to deliver HD services to subscribers. The Motorola DCT6412 high-definition dual-tuner digital video recorder gives consumers control over their home entertainment experience, by enabling popular "trick-play" features such as pause and rewind of "live" television.

The set-top records both SD and HD broadcasts, while the dual-tuner feature lets consumers watch one programme while recording another, or record two programs at the same time.

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