Time Warner DVR was a failure. Even with direct consumer access and installation, brands such as TiVo dominated the market. Not only was there ample confusion about what a DVR actually does, no one was even familiar with the acronym. "Oh, TiVo," consumers would say. 

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The My Favorite Button campaign changed all this by not explaining the tech, but rather its impact on your life. The campaign won Top of the Mark awards, incredible sales, and develop into a multi-year platform that helped rival TiVo for years to come.