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TiVo’s Favorite TV Moms

 

 

OBJECTIVES

TiVo tasked AOR Ruder Finn to develop a local news hook during the noisy Mother's Day holiday cycle with minimal budget and no product news.

PROGRAM

• The team conducted an Omnibus Survey of 1,000 adults to determine America's Favorite TV Mom (Survey says: Claire Huxtable) and pitched the Top 25 television stations with the news. However, in order to hook lifestyle and entertainment reporters, the team also reached out to Hollywood publicists to ask celebrity moms the very same question, leveraging their responses (Minnie Driver said Marge Simpson was her favorite because they have the same hair!) to the likes of TMZ and People.com.
• And, what better time of year than Mother's Day to begin building relationships with mommy bloggers, an increasingly influential group of amateur reporters? TiVo took the opportunity to mail two dozen TiVo branded roses to blogging moms to introduce them to the brand and spark two-way conversation.

RESULTS

• Within one week's time, the team landed close to one million media impressions without any hard news, reaching a wide audience of reporters in the entertainment, lifestyle, technology and local broadcast media.
• Approximately 10 local TV stations nationwide picked up the survey results despite the lack of b-roll or a TiVo spokesperson, with celebrities such as Melissa Joan Hart, Minnie Driver, Jennie Garth and Felicity Huffman sharing their favorite moms as well. Lastly, multiple mommy bloggers such as 5minutesformom.com and citymama.com posted images of the rose and posted glowing reviews on personal blogs and Twitter feeds.