Cablefax The Magazine - July 2022 - 42
CORPORATE SOCIAL
RESPONSIBILITY
(PROGRAMMER)
HGTV's Home Town
Takeover Partnership
with Comcast
Discovery affiliate marketing and HGTV marketing teams partnered
with Comcast to promote Comcast's Xfinity xFi product, help support
Comcast's Lift Zones initiative and create awareness for HGTV's hit
series " Home Town " and new spinoff " Home Town Takeover. " Comcast
launched " Lift Zones " in community centers nationwide, creating
WiFi connections as part of its commitment to connect low-income
families. With new show Home Town Takeover breathing new life into the town of Wetumpka,
Ala., HGTV and Discovery teamed up with Comcast to launch three custom social good projects
at Comcast Lift Zones: a teen lounge, STEM room and kitchen renovations and computer lab
upgrades. HGTV donated $50,000 to each Lift Zone for a revitalization project of its choice. In
addition, a custom mural was designed specifically for each community by a local artist. The
three-way partnership also included integrations with an xFi cross-channel spot and a Xfinity xFi
Gateway integration in an episode of " Home Town. " Through strategic marketing tactics in partnership
with Comcast and HGTV, Discovery's Affiliate Marketing team generated over 218 million
impressions and a ton of awareness for Comcast's Xfinity xFi product and Internet Essentials
program-as well as HGTV's Home Town and Home Town Takeover.
1
HGTV and Lowe's
Build it Forward
HGTV, Lowe's and Starcom partnered to
develop a fully integrated marketing program
rooted in a five-part HGTV series called " Build
it Forward. " The series
highlighted Lowe's
initiative to complete
100 impact projects in
communities across
the country as a way to
celebrate its centennial.
HGTV produced a
five-part series, hosted
by Matt Blashaw and
Taniya Nayak, highlighting
five local heroes
who were part of these
special impact projects
in their communities
while surprising them
with the home renovation
of their dreams.
2
ND
ST
3
HISTORY + Wounded
Warrior Project:
Mission to Honor
Partnering with HISTORY for an awareness campaign was a first
for the Wounded Warrior Project, which meets the needs of injured
service members. The two created two custom profile spots, one
with veteran and Wounded Warrior CEO Mike Linnington, the other
with member Chris Hoff. The resulting profile pieces aired as 20and
30-second vignettes during HISTORY's special Veterans Day
premieres. In addition to on-air tagged tune-ins and branded curtain
raisers highlighting Wounded Warrior Project, the campaign was
further amplified through HISTORY's social reach, with extended
60-second versions of the profiles shared across the network's
Facebook, Twitter and Instagram handles.
RD
42
July 2022
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Cablefax The Magazine - July 2022
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