Background
Comcast came to Unicorn in spring 2010 to rebrand and redesign its sales products and tools — starting with Spotlight, the marketing website for its advertising arm. What looked like a straightforward website project turned out to be a complex platform with intricate features and requirements.
Six agencies had already tried and failed. None could build a CMS capable of running multiple websites on a single platform. Unicorn stepped in and shipped a custom Drupal plugin within weeks — clearing the technical roadblocks and recovering the costs Comcast had sunk into previous engagements.
Challenges
Spotlight demanded a lot from its platform. Content, menus, and images had to render in multiple languages. A/B testing tools needed to live directly inside the CMS, so marketing strategies could be measured and optimized without leaving the platform. And the system had to support multiple sites on one codebase, each with unique themes and designs — down to the individual page.
The partnership grew iteratively: three website redesigns, two prototypes, and one product launch, each aimed at sharpening Comcast’s sales and marketing effectiveness through better design, friendlier interfaces, and newer technology.
Solutions
Spotlight became a platform that drives sales. Multi-lingual support opened seamless communication with diverse customer bases. Built-in A/B testing let Comcast optimize campaigns, lifting conversion rates and customer acquisition. Multi-site support with per-site theming gave every business unit and target market its own tailored presence — on one platform.
The partnership continues today. Spotlight laid the foundation for Comcast’s ongoing digital transformation, and the collaboration keeps producing new initiatives. It’s proof of what a strong partnership can do: tackle complex challenges, apply the right technology, and keep a telecom leader ahead of the competition.