TiVo (Yes, That TiVo) Launches TV Ad Campaign21 Nov, 2012 By: Doug McPherson
ALVISO, Calif. – In a move that’s destined for a page in the Guinness Book of World’s Most Ironic Moves, TiVo, the company that nearly gave the TV ad industry a massive coronary with its ad-skipping technology, is spending millions on a TV ad campaign to tout its services beyond just video recording.
Tara Maitra, senior vice president and general manager for content and media sales for TiVo, told Marketing Daily that TiVo is “so much more” than a DVR and that “there’s an insatiable demand for a better TV experience, that consumer call for a better experience is something TiVo has been delivering.”
TiVo itself created the ads, which will begin airing on Nov. 27 thanks to a media buy from R2C Group in Portland, Ore. New York Jets football player Tim Tebow has been named the new “brand ambassador” for TiVo and will appear in the campaign’s TV, print, radio and social media ads. Tebow also pitches for Jockey, Nike and the FRS line of energy drinks. Financial terms of the agreement weren’t disclosed.
In a promotional video on the TiVo Web site, Tebow tells viewers he likes TiVo’s DVR and other TV services. Tebow says, “It’s a player that can do more than just one thing, which I respect,” adding that his ardor is “not just because the name” – TiVo – “sounds cool.”
The video ends with Tebow’s recital of the TiVo ad theme, “TiVo makes TV about a thousand times better.”
TiVo will feature a “Tim Tebow Zone,” a collection of Tebow’s favorite shows, movies and recommended content for kids from television and the Internet, on its boxes. TiVo will also use social media to support the Tim Tebow Foundation, donating a dollar for every “Like” the brand gets on its Facebook page (up to $25,000).
Maitra told Marketing Daily that enlisting Tebow was a natural fit and not just because his name and the product rhyme. “It’s much more than the name,” she said. “When we thought about Tim Tebow as an interesting and unconventional guy, we started giving more and more thought about what TiVo stands for and how he would be a great spokesperson.”
Maitra admitted the irony surrounding TiVo television ads, but she adds TiVo’s mission has always been to work with advertisers to provide additional content, not circumvent advertising. “We’re strong believers in the power of television advertising in getting your message across,” she said. “The campaign is designed to tell the broader story about how special and different TiVo is, and bring along a new generation of users.”