Diffusion was tasked to launch the latest version of CyberLink’s flagship product, PowerDVD16 to TV and film enthusiasts who value the best audio and visual experience and to broaden the appeal of the software to the Millennial audience. We decided to tap into the major shift in TV consumption habits with the growth in “binge watching” and exploit the media’s fascination with this pop culture phenomenon of devouring a series in a single sitting.
Insight & Idea
Diffusion wanted to highlight the extent of the binge watching epidemic by helping Cyberlink to break the Guinness World Record for the Longest TV Marathon. The stunt would be facilitated by PowerDVD and convey the message that alongside the quantity of what you watch, due attention should be paid to the quality of the viewing experience.
The huge logistical challenge of staging the record attempt involved a relay of three official binge-viewers, independent moderators and an official adjudicator from Guinness World Records. The participants watched hit series including Game of Thrones, Curb Your Enthusiasm and Seinfeld, with the record broken after 94 hours of continuous binge watching.
Impact & Action
Diffusion secured media exclusives in advance of the stunt with Tech Insider and VICE who recorded footage of the stunt and broke the story. Diffusion then seeded the news to key print and broadcast media outlets ensuring the stunt became a viral sensation.
The campaign generated over 200 pieces of coverage with a deliberate media strategy that helped CyberLink break into key consumer tech, mainstream and lifestyle media, and reach a new younger audience, previously unfamiliar with PowerDVD. Blanket Coverage highlights included Good Morning America, Variety, People, TIME, USA Today and CNBC.