Xfinity’s audience includes 18+ years of age, who love television but are considering other cord-cutting alternatives.

We wanted to show these customers how Xfinity helps them get closest to the TV shows they love, just in time for the hottest TV premiere season of the year.

So Xfinity designed a four-day restaurant launched “TV Dinners” at television’s biggest event of the year—San Diego Comic-Con. Inside this four-day restaurant, TV lovers sat inside iconic sets designed exactly like the show, binge-watched TV and ate like their favorite characters. Those that didn’t make it to Comic-con could download each recipe on the menu created by chef Byron Talbott and make each TV inspired meal at home.

We desiged three meals based on food that appeared in some of today’s hottest shows—Orange Is the New Black, Marvel’s Luke Cage and Game of Thrones.

Examples include Wild Boar, which killed King Robert Baratheon in Game of Thrones; a Jolly Rancher Shiv, which Piper found in Orange Is the New Black; and Genghis Connie’s famous Chow Mein from Marvel’s Luke Cage.

The meals were designed to be eaten from custom trays inspired by traditional ‘TV dinner’ trays, using the ‘X’ from Xfinity’s logo to divide the food.

The recipes were prepared by YouTube–famous chef Byron Talbott and shot by renowned food photographer Stephanie Gonot.

“TV Dinners” launched at the biggest TV event of the year—Comic-Con. Here, fans could eat their TV Dinners from inside the accompanying iconic TV sets. Typical of ‘food porn’ culture, everything from the food to the menus was designed to be shared.

Over 26,000 people interacted with the experience, resulting in 850 hours’ worth of positive fan engagement.

During the experience 11,350 TV Dinners were served, and 4,000 photos were taken. The event had an even larger digital footprint, with 77 million earned-media impressions and 20 million paid social impressions.

Most impressively, Xfinity’s cost per acquisition dropped by 65% below benchmarks.

In January 2017 Comcast/Xfinity was named the most hated company in America.

This hatred is most evident on social media, where Xfinity is constantly lampooned for bad service instead of being credited for innovative technology and providing customers with the entertainment they love.

So with a budget of $300,000, we needed to prove that Xfinity helps fans get closer to their favorite entertainment.