COX Communications, the third largest cable provider in the nation, was launching a new educational app for kids called FastTrack. It enabled kids to practice math and English skills they needed more help on, as well as work ahead of their grade level for enrichment. It displayed results to parents, so they could keep track of their children’s progress, and could even be synced up with input from teachers and used by school systems.
All in all, it was a really exciting new tool for kids, parents, and educators alike, but it was also a departure from its traditional image and service model, and COX needed to simultaneously test the viability and build excitement for its new startup.