Time Warner Cable Taps Ogilvy New York for Interactive Video Promotion

Time Warner Cable has teamed with Ogilvy New York to create a viral interactive video promotion for its entertainment programming offerings. The promotion is centered on an online application, called "Fame Star! The Online Biopic You Control," that allows end-users to create and star in their own one-minute celebrity expose mimicking celebrity news coverage from popular entertainment shows. In order to create their personalized video, end-users upload their own photos, record their voice, create an avatar, and select a story arc that includes various levels of success, scandal and tragedy. The app then creates a video biopic that users can share with their friends and post to various social networking sites. According to Time Warner Cable, the concept for "Fame Star" was originated by Ogilvy New York, which is the MSO's long-time agency, and is based on technology from Oddcast, a company that specializes in providing speaking avatar-based products. "Time Warner Cable gives its customers control of all their in-home entertainment options," Lisa Stockmon, VP of marketing at Time Warner Cable, said in a prepared statement. "This new viral video is a fun way to show the connection between our brand and our consumers' ability to control and create their own forms of entertainment." Added Tommy Henvey, creative director at Ogilvy New York: "Engaging the consumer by creating rich online experiences is a proven brand-building model. This is a creative way to involve the public by borrowing from the cultural phenomenon of fame, and allowing the consumer to write his or her own celebrity story." The "Fame Star" app is being promoted through social media sites, Time Warner Cable's Web site, and various other online properties.