Challenge:
Build consumer confidence that the new Toshiba DVD players are supported by sufficient movie titles and demonstrate unity between the hardware and software manufacturers.
Solution:
Create a cross-promotional campaign — "Hits Hit Harder" — showing the intensity of the viewing experience DVD provides by demonstrating viewer reactions to scenes from some of the over 400 titles available from Warner. The campaign ran at high levels throughout the industry's critical fourth quarter sales period. Toshiba captured 33% of the early-adopter market sales for DVD and Warner DVD software sold 165,000 discs in the last week alone. Warner now accounts for 8 to 10 of the top sellers.