Produced by REVOLT’s Six Zeros, “The Link Up” is a highly innovative, creative, and socially impactful project that showcases the power of art and technology. Celebrating the significant contributions that Black artists have made to the music industry, this project highlights the importance of Black culture and music to raise awareness and promote diversity in the arts. Assembling artists from across the nation and showcasing their talents, the project successfully integrates technology into the performance to showcase the power of Xfinity's high-speed connection to bring artists together, creating a seamless musical experience.
At its core, The Link Up is a launchpad - a network of rising artists, producers, and tastemakers shaping the cultural landscape. The driving idea behind season three of The Link Up was to create an immersive experience that celebrates Black talent, diversity, and the fusion of art and technology. While previous seasons focused on the energy of the performance, this season took it a step further by bringing the audience into the heart of the experience. In this season, The Link Up set out to showcase how music intersects with gaming culture and tech, reflecting the evolving influence of these art forms. The goal was to deepen audience engagement by immersing them in the performance, rather than serving as passive spectators, by incorporating more interactive elements and behind-the-scenes content.
By integrating technology in innovative ways, Six Zeros created a truly unique, future-facing experience that resonated with viewers on a personal level.
To bring this project to life, REVOLT’s creative agency, Six Zeros, focused on creating a dynamic and immersive partnership with Xfinity that would not only elevate the brand but also authentically celebrate Black culture and music. The plan began with building on the success of "The Link Up 2.0," ensuring continuity while evolving the experience for 2024. The goal was to drive brand awareness for Xfinity by weaving its product offerings into culturally significant moments, with a focus on Xfinity’s 10G Network and NOW by Xfinity services.
Six Zeros’ approach was centered around creating unique, custom content that resonated with the target diverse audience through video series and activations linked to Black Music Month and HBCU Homecoming celebrations. In addition to celebrating Black artists and their influence on music culture, The Link Up spotlighted Xfinity’s products as key enablers of the project’s creative expressions, making the brand a central part of the experience.
The execution strategy was multifaceted. Six Zeros carefully integrated Xfinity's product attributes (such as the 10G Network and WiFi Boost Guarantee) into the content in a natural and compelling way. For example, the 10G Network was positioned to fuel the ability for artists to showcase their talent and reach their fans in a lag-free, seamless experience. This was done without overemphasizing the technical features of the product but instead, focusing on how these features benefited the audience and connected them to the entertainment and culture they love.
The campaign also integrated social media and digital strategies, which aligned with the target audience's preference for streaming and mobile-first experiences. Six Zeros tailored the content for platforms where their target audience was most active, including social media channels, YouTube, and streaming services, ensuring that the partnership felt seamless and relevant. The idea was to create a content ecosystem that engaged viewers across multiple touchpoints and encouraged them to interact with the series beyond just passive viewing.
Challenges in executing the project included managing the talent coordination, ensuring that Xfinity’s messaging was integrated without overshadowing the cultural aspects of the content, and navigating content approval processes. Six Zeros overcame these challenges through clear communication with Xfinity and creative flexibility, allowing for the content to evolve while staying true to both the brand and cultural objectives.
Another key challenge was ensuring that the content would resonate with the audience in a meaningful way. Six Zeros tackled this by staying close to the pulse of cultural moments and trends, using insights from the target demographic’s media consumption habits to inform the creative process. This ensured that the content was not only relevant but also delivered in the formats and through the channels the audience preferred.
This innovative, multi-platform approach allowed Xfinity to become more than just a sponsor—it became an essential part of the cultural narrative.
The results of the Six Zeros x Xfinity Link Up season three effectively met the teams’ objectives by significantly boosting brand favorability, consideration, and overall viewer engagement. With 85% aided brand recall and 58% unaided recall, the campaign successfully raised awareness for both brands. Additionally, 73% of viewers expressed a more favorable opinion of Xfinity, and 70% were more likely to consider Xfinity in the future, demonstrating clear success in influencing consumer perception and purchase intent.
The partnership was further deemed a success because 76% of viewers felt the collaboration between Six Zeros and Xfinity was meaningful, and 65% rated the show as excellent or very good, showing that Six Zeros was able to create content that resonated deeply with the target audience. Moreover, Six Zeros achieved a strong brand association lift, especially in perceptions of Xfinity as an innovative and value-driven provider, with 77% agreeing that Xfinity offers great value.
The collaboration also sparked a desire for future content, with viewers expressing interest in seeing more storytelling about Black creatives, artists, and entrepreneurs, which aligns with Six Zeros’ goal to amplify diverse voices. The positive reception and sustained interest from the audience reaffirmed success in strengthening the Six Zeros and Xfinity brands in the entertainment space, ensuring continued engagement and loyalty moving forward.
