NBCU took driving TV Everywhere adoption into its own hands, running cross channel spots, outdoor promos and social media campaigns. “Watch TV Without the TV” the tagline declared. To drive the point home, NBCU segmented viewers into nearly 20 behavioral personas—allowing it to tailor messaging. The campaign covered 14 networks and 25 shows, which again helped with targeting. More than 30 versions of spots were customized for each TV brand under NBCU, which created more than 87mln cross-channel impressions. It definitely got the word out, resulting in 200K app downloads.