telecom

Comcast Creates Katy Perry Content Channel

Comcast is getting some extra fireworks out of its presenting sponsorship of Katy Perry’s latest concert tour, turning its online and television resources into a destination for all things Perry.

The telecom giant has launched an entire on-demand destination on its X1 platform for Perry’s fans, with content including new songs and music videos, never-before-seen interviews and behind-the-scenes tour footage. The content will also include some of her most memorable performances, including her Super Bowl halftime show with the now-infamous “Left Shark.”

“Anytime we do a partnership of this scale, we’re looking for more than just a ‘Presented by’ logo,” Matt Lederer, executive director of partnership marketing at Comcast, tells Marketing Daily. “With music, we’re doing what we call a ‘couch to concert’ experience.”

advertisement

advertisement

To attract customers to the new platform, Comcast has created a TV spot featuring Perry, and touting access to the channel through the X1 voice remote. The spot begins with a voiceover saying, “Witness Katy Perry,” followed by Perry against a black background. The voiceover continues by putting Perry in various situations (“Witness Kay Perry Swish Swish”) as the visuals follow the commands. The spot includes cameos from "Left Shark."

“It's a playful way to show how the X1 Voice Remote can get you to all things Katy,” Lederer says. 

Comcast signed on as the presenting sponsor of Perry’s “Witness: The Tour,” which began earlier this month and extends into early 2018, when it was announced in May. “Our customers are always [wanting] content and access,” Lederer says. “When you can do that with one of the biggest pop stars in the world, that provides a different experience.”

Next story loading loading..