LAUNCHING SATELLITE TV INTO ORBIT
The Brief
Before streaming, there was satellite. Our team played an important role in taking the industry leader from unknown to ultimate. Engaging directly with more than 50 partners and advertisers, we helped triple subscriptions while launching six new products and services.
The Client
DIRECTV
The Challenge
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.
The Approach
We developed, branded and executed a strategy designed to “own” the sports experience. We produced a unique “infotainment” broadcast series, cross-channel on-air advertising campaigns and a dedicated DIRECTV Sports website, all supported by a series of high-profile live events.
In addition to producing partner content with the NFL, Major League Baseball, the NBA, NCAA and MLS, we oversaw a host of valuable relationship marketing opportunities for major brands like Campbell’s, Coca Cola Dell, ESPN, the Golf Channel, Marriott, Michelin and Nissan.
The final step came in taking the product from the digital world to the Real World…live and in-person. Our experience producing multimedia ‘happenings’ for top brands led to fan activations at major events including the Super Bowl and Consumer Electronics Show, featuring participation from more than two dozen major sports stars and A-list entertainers.
Measurable Results
We scored. Early and often.
For sheer scope and real results, this engagement was a buzzer beating, walk off, shoot out success. (And a bunch of fun.)
Campaigns
Partners
Subscriptions Increase
The Takeaway
Beyond sports, our extended work for DIRECTV included everything from CRM training support to new product launches and originated entertainment content in tandem with programming partners such as HBO, Showtime and Starz.
We’ve helped ‘jump start the journey’ for many leading organizations. Put us in, coach!
“Many thanks! You have played an essential role in growing our subscriber base and expanding our partner relationships.”
— Senior VP, DIRECTV