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Comcast Launches Viral Ad Campaign for HD Offerings

Last week Monday Comcast launched a new Web site - HiDefHigh.com - aimed at educating consumers about the company’s high-definition offerings.

The new site provides information to users about why Comcast HD offers a better high-def than any other provider.

In major competition with other cable and satellite companies, and especially after the recent BigTenNetwork conflict, Comcast is slowly but fervently, creating Internet buzz on HD forums and Web sites about the launch and hype of the site.

The name itself, HiDefHigh, is a reference to the euphoria one gets from switching from standard definition to high definition.

Comcast claims the Web site marketing campaign allows for more interaction with consumers.

The new site exhibits a Flash graphic of a talking parrot, along with other animals, to guide visitors through the site’s options, features, TV show listings and pricing information.

While the public’s sentiment of the site differs, the use of viral marketing and the creation of a perky Web site as a means to lure in more customers is a sign that Comcast is most definitely in tune with the most fashionable marketing strategies.

The HiDefHigh campaign doesn’t make a direct comparison to any specific provider, but Comcast previously stated that a study had revealed that Comcast had better high def picture than DirecTV. Not long after that, DirecTV filed suit stating the claims were false. Comcast in turn filed a counter-suit. At this point, the disputes haven’t yet settled.

Comcast currently has 4.7 million HD customers - somewhere around 19.5 percent of its total subscribers. Comcast added 441,000 digital service subscribers, including both HD packages and DVRs last quarter.

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