TI DLP® Products Launches $100 Million HDTV Integrated Marketing Campaign

September 18, 2007

DLP® Products from Texas Instruments (TI) today announced the largest campaign ever supporting DLP technology and DLP-based micro display HDTVs. The $100 million dollar marketing investment includes a new campaign anchored by three major sports sponsorships and kicks off the peak fall 2007 HDTV buying season. As a part of the new campaign, DLP Products will be a prominent sponsor of ABC and ESPN's Monday Night NFL and College football programming, as well as those stations's Nextel Cup NASCAR programming. The new spots help convey key advantages that DLP's advanced display technology hold over the competition, including no motion blur, no burn-in, and a sharp clear picture, even on the biggest of TV screen sizes. The spots, created by JWT Communications, Entertainment and Technology Practice and shot in California, bring young Bella and the elephant back to share the magic of DLP technology and builds on the "It's amazing. It's the mirrors" campaign which debuted in the fall of 2006. A new addition this year is the Internet basketball sensation "Mr. 720," one of the only people in the world to successfully complete two revolutions while dunking on a basketball hoop. Mr. 720's incredible feat was caught in high definition for one dramatic spot that will highlight the lack of motion blur and fast action enabled by DLP technology. Thorough market research conducted by Texas Instruments provided keen insight into activities and habits of the HDTV buyer and guided the program's focus on the sports fan, which also includes DLP's ongoing NASCAR sponsorship, online, retail and promotional elements. "In 2006, we associated DLP technology with millions of mirrors and saw awareness of the relationship rise nearly 200 percent. This year we're focusing on benefits of DLP micro mirror technology and closely targeting areas where the typical DLP buyer, the tech-savvy and sport enthusiast, spends most of its time -- watching football," noted Jan Spence, manager of corporate branding, TI DLP Products. "DLP technology has inherent advantages over other HDTV technologies," said Doug Darrow, brand and marketing manager for DLP Products. "This new campaign sets out to help educate the consumer on those advantages so that they can make an educated buying decision for their HDTV. Research shows that when consumers research their buying decision they have a much higher likelihood to purchase DLP than other HDTV technologies." The first spot aired on September 8th, during week two of the college football season. Forthcoming spots will launch throughout the month of September on ESPN's HD broadcasts of Monday Night Football as well as ABC and ESPN's broadcast of the NASCAR Nextel Cup. The new television spots were previewed to media September 17th at an exclusive Monday Night Football viewing party in Manhattan last night where Dan Patrick and Mr. 720 were on hand to commemorate the campaign. In addition, DLP's Nextel Cup Car sponsorship is an ongoing piece of the nationwide direct-to-consumer marketing effort of DLP technology and continues to mark the first campaign of this type for the 76-year-old Texas Instruments. DLP's sponsorship of the No. 96 DLP HDTV Chevrolet and the related activation program have contributed to an increase in awareness of DLP by NASCAR fans that has doubled over the course of the last two seasons.

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