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Charter Launches Back-to-School Acquisition Campaign

Cable Firm’s ‘Major You’ Initiative Hits College Campuses 8/05/2013 6:38 AM Eastern

Charter Communications is working with programmers including Music Choice and sponsoring giveways in an on-campus marketing campaign aimed at getting college students to sign up for broadband, video and phone services.

Charter, the fourth-biggest U.S. cable operator, said it is placing kiosks at campus book stores in its “Major You” campaign. It has invited programming networks including ESPN, Music Choice, Showtime, Fox, Fuse, MTV and CMT to bring in entertainment highlighting video offerings.

Music Choice said it is bringing hip-hop performer Ca$h Out to the University of Georgia in Athens for a meet and greet on Tuesday, Aug. 6, and alternative blues-soul singer ZZ Ward (pictured) to the same school on Wednesday, Aug. 7. ESPN said it would be showcasing Watch ESPN apps with Charter in Athens on Aug. 6 and then at the University of Alabama (Aug. 12), Texas Christian University (Aug. 19) and University of Wisconsin-Madison (Aug. 29).

Charter published a list of colleges where the Major You truck will be visiting from today through Sept. 27 at the campaign website.

Allan Samson, Charter’s senior vice president of marketing, said in a release that Charter also will staff mobile booths to demonstrate services such as TV On-The-Go applications and push promotions including a $29.99 triple-play bundle. Students have the opportunity to sign up for services and daily prize drawings.

Charter is sponsoring a contest at www.majoryou.com to possibly win $10,000 or an Amazon Kindle Fire HD tablet. The daily sweepstakes began in July and ends at noon ET on Sept. 30.

September