How we helped DirecTV leverage its sports leadership

Branded as the home of choice for the ultimate sports fan, DIRECTV wanted to leverage its powerful sports relationships to acquire new customers and sell upgraded programming packages to current customers.

CHALLENGE

Create an integrated series of entertaining, cost-effective broadcast and digital tactics that would create brand differentiation and unique perceived value, driving revenue and increasing sponsor relationships.

SOLUTION

DirecTV chose John DeBello to create and produce “DirecTV Sports This Week,” an “infotainment” series produced in partnership with the NFL, NBA, MLB, and NCAA.

Positioned as “a fun, fast-paced, and informative look at the names and games that make DIRECTV number one with the serious sports fan,” the award winning show combined original editorial content and informational messaging designed to reinforce the direct response thrust of associated on-air spots.

Loma’s Wendy Steele and Dan Sparks played key roles in a successful effort that soon expanded to include the design, development, and management of DirectvSports.com, a dedicated website that provided interactive outreach opportunities for customers and prospects alike.

The overarching strategy employed a “horizontal” thematic that worked across all sports packages, creating an emotional connection between the audience and DirecTV. In addition, a “vertical” thematic gave a distinctive concept and graphic “look” to each league sports package, providing enhanced viewer identification and familiarity with the individual offerings. In this manner, the integrated tactics achieved creative consistency, improved branding, and delivered a powerful direct response message.

RESULTS

“DirecTV Sports This Week” ran for 7 years, and remains the longest running originated program in DirecTV history. During this period, the company’s sports subscription based more than tripled.

The show and website also generated a host of valuable relationship marketing opportunities for major brands like Dell, Marriott, 24 Hour Fitness, Ashworth, Blockbuster, Dave & Buster’s, ESPN, HBO, the Golf Channel, Michelin, Campbell’s, Coca Cola, Discovery Networks, and Nissan.