While this is reaching back into the archive, we still love the case study. At the time, Time Warner DVR (a box that recorded TV) was a complete failure regardless of their direct-to-consumer add-on service capabilities. TiVo not only dominated the market, their name was synonymous with recording TV.

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The "My Favorite Button" campaign changed all this by not explaining what DVR did but how it helped your life. The campaign won the coveted Top of the Mark Awards, and, for the first time, Time Warner beat TiVo in sales.