DIRECTV: Jump Starting the Journey
Back in the day, satellite entertainment was just an idea. (Hello, cable.) Our team played an important role in taking DIRECTV from unknown to ultimate.
What We've Done
- Broadcast Programming & Advertising
- Consumer Research
- Digital Engagement
- Graphic Design
- Product Development
- Social Media Communications
- Website Design/Integration
- Written Communications
What’s your differentiator?
That’s question #1 in marketing. And the big DIRECTV difference was sports programming. Touting itself as home for the ‘ultimate’ sports fan (despite being only the fifth-largest TV signal provider) DIRECTV was swinging for the fences. The goal: leverage powerful sports relationships to acquire new customers and sell more sports programming to current customers.
We developed and executed a plan designed to “own” the sports experience. Our strategy included a unique “infotainment” broadcast series, multiple cross-channel on-air advertising campaigns, and a dedicated DIRECTV sports website, all supported by an integrated series of live events. We scored. Early and often.
Connecting the Digital World to the Entertainment Universe.
We created and managed a targeted website (DIRECTVSports.com) that would elevate the sports viewing experience. Loaded with interactive features and benefits (that are now industry-standard) it would serve as a template for the new DIRECTV.com site, and eventually be absorbed into an expanded online presence.
In addition to reinforcing valuable partnerships with the NFL, Major League Baseball and the NBA, our integrated tactics generated a host of valuable relationship marketing opportunities for major brands like Dell, Marriott, Dave & Buster’s, ESPN, the Golf Channel, Michelin, Campbell’s, Coca Cola and Nissan.
'DIRECTV Sports This Week’ became (and remains) the longest running originated program in DirecTV history. Over its 7-year run, sports subscribers more than tripled—with an industry-best 94% increase in upgrade sale.
"Ultimate" means never having to say you're stopping.
The final step came in taking the product from the digital world to the Real World…live and in-person. Our experience in creating and staging multimedia “happenings” for many Fortune 150 companies was the foundation for fan activation at major events including the Super Bowl’s NFL Experience and the Consumer Electronics Show. Super Bowl legends Terry Bradshaw, Marcus Allen, Joe Montana and Dan Marino all gave rave reviews to their own DIRECTV viewing experience.
WHAT WE'VE ACCOMPLISHED
- Executed a 7-year national marketing initiative
- Tripled sports subscription packages
- Increased upgrade subscriptions 94%
- Launched new products and services
- Engaged with 50+ partners/advertisers
Success across the entire spectrum.
Beyond sports, our extended work for DIRECTV has included everything from CRM training support to new product launches and branded on-air content, often in tandem with programming partners such as HBO, Showtime and Starz.