TiVo Banner Effort Targets Lovers

TiVo is targeting straight and gay lovers in a racy Valentine’s Day campaign created by Carat Interactive.

Titled “I Like to Watch,” the online and radio promotion links the TiVo brand with sexual voyeurism to encourage people to consider giving a TiVo digital video recorder as a Valentine’s Day gift.

The online creative consists of 450 x 650 rectangle units. Four different executions target straight and gay audiences. In one of the “straight” spots, the question “Does he like to watch?” appears next to a woman’s silhouette in a doorway. The door opens further to reveal she is holding a gift-wrapped TiVo box.

A click delivers consumers to a landing page where they can select “Buy a TiVo,” “Give a TiVo,” or “I want a TiVo.” Clicking on the latter lets visitors send an e-card to a loved one. The creative ran on ESPN.com, PlanetOut and TV Guide Online. The campaign, launched on February 7, is now ending a weeklong run.

“As a means of reaching both gay and straight audiences, the strategy went beyond simply buying ads on gay-friendly Web sites,” said Tamara Birdsall, VP and creative director for Carat Interactive.