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.”
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.”