TiVo Inc.

Encyclopedia of Major Marketing Campaigns › A-Z (2007)

Author: Ed Dinger

Pages: 1619-1622

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TiVo Inc.

2160 Sold Street

Alviso, California 95002

USA

Telephone: (408) 519-9100

Fax: (408) 519-5330

Web site: www.tivo.com

TIVO, TV YOUR WAY CAMPAIGN

OVERVIEW

A year after introducing its digital video recorder (DVR), which was able to record and store television programs on a hard drive, TiVo Inc. hired Goodby, Silverstein & Partners, an advertising agency based in San Francisco. The firm's tasks were to build brand awareness for the difficult-to-describe device and to begin transforming TiVo from something reserved for technophiles into a consumer product with mass appeal. TiVo was also keen to establish a dominant market share to gain leverage over its chief rival, ReplayTV, and to thwart the aspirations of potential f...

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