Time Warner Cable® is getting ready for the big game on Sunday, by getting the matching domain name to the marketing message they will be having during the Superbowl ads. Enjoy Better! But will Dish Network get "free" business from the Superbowl ad Time Warner is going to run?
Well, first….TWC obtained EnjoyBetter.com from Sonnevista Publishing according to whois records and it just happened.
Time Warner put EnjoyBetter.com on a dedicated server, although the domain name only forwards to a specific page on its main domain name. I’m not sure I have seen a dedicated server used for a forward, but now I have. I watched the couple teaser commercials TWC has, but it wasn’t clear if the domain name "EnjoyBetter.com" will be used (displayed) during the Superbowl commercial or not. What is clear, the main message of the ad is going to be "Enjoy Better".

"The brand platform is designed to remind consumers of the role we play in their lives; connecting them to the entertainment, information and people that they love. For too long we’ve been focused on the features we offer and price. With Enjoy Better, we’re reminding folks that with Time Warner Cable, we make enjoying the things that they love better," said Jeffrey A. Hirsch, Executive Vice President and Chief Marketing Officer at Time Warner Cable"
The Interesting Part
Dish Network® owns the domain name EnjoyBetterTV.com and uses the domain name! So….. a quick search on Google for enjoy better and you see…

Dish ranks #1 on Google for the search term enjoy better, with their domain name EnjoyBetterTV.com!
I’m not sure TWC thought this main marketing message out very well. They are going to be using a term that a competitor ranks #1 on Google already, for the main matching term to their marketing message and then run a Superbowl ad for it. Yes, TWC is running a Google Ad for the term, but Dish ranking #1 for the term already (plus 6 extra "site links" displayed by Google) is going to seem like a huge gift to Dish!
A.) That Google Ad displayed at the top by TWC is going to cost TWC A LOT
B.) Dish will get A LOT of traffic, thanks to TWC and the Superbowl ad they are going to run!
Lesson Learned
Do research. A simple search on Google by somebody at TWC working on this marketing message should have seen the red flag, that a competitor already ranks well for the matching marketing terms.
It is important to use more than 1 domain name for your company! If Dish Network felt that simply using "Dish.com" was enough, they wouldn’t be ranking well for Enjoy Better. Enjoy Better TV makes sense in a marketing message and that is why they use the term, domain and relating website. TWC is just handing Dish a gift, but Dish put more focus than on one domain.
It’s early to call this a #Fail, but it looks like the stage is set.

