Loma Media & DIRECTV Sports Subscription Business:
How DIRECTV Sports Became #1 With Serious Sports Fans
Our Challenge
Increase purchases of sports subscription upgrade packages.
Solution
Create a suite of integrated rich media tactics to influence DIRECTV customers
Results
The nation’s #1 sports programming provider
In 1998, DIRECTV was considered the most successful consumer product launch in US history. Unique among competitors, boasting features like interactive on-screen guides, digitally-delivered signals and exclusive sports programming, DIRECTV looked different…felt different…was different. And different was good.
And the difference…was sports programming. Touting itself as home for the ‘ultimate’ sports fan (despite being only the fifth-largest television 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.
DIRECTV tapped John DeBello and our team to develop and execute a plan designed to “own” the sports experience. It included:
- A unique “infotainment” broadcast series.
- A cross-channel on-air advertising campaign.
- A dedicated DIRECTV sports website.
- Live event staging & multi-media outreach.
We collaborated with Tom Davis (then DIRECTV’s executive in charge of on-air sports strategy, now part of the Loma team) to create and produce a weekly show that would showcase “the names and games that make DIRECTV #1 with the serious sports fan.” And (not coincidentally) sell more sports. We also created dozens of TV spots featuring stars like Peyton Manning, Brett Favre, Brett Hull, James Worthy, Mike Krzyzewski and Roger Clemens touting DIRECTV as the way to see their favorite teams and players, all the time and everywhere.
It worked. By 2001 sports subscription sales increased 45%, despite the fact that larger cable competitors also sold NBA League Pass, MLB Extra Innings, NHL Center Ice and the ESPN collegiate programming packages.
‘DIRECTV Sports This Week’ remains the longest running originated program in DIRECTV history. Over its 7-year run, the base of sports subscribers more than tripled—with DIRECTV posting an industry-best 94% increase in sports upgrade sales between 2001 and 2005.
As the Internet boom began, we approached DIRECTV with the idea of creating a website that would elevate the sports viewing experience by pushing information to a rapidly growing database. Interactive viewing guides, personalized schedules for favorite teams, cross-over content and easily accessible product information found an early home at DIRECTVSports.com. Our vision in loading the site with new features and benefits (that are now industry-standard) enhanced and extended the on-air tactics. DIRECTVSports.com 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 and other leagues, the integrated tactics generated a host of valuable relationship marketing opportunities for major brands like Dell, Marriott, Ashworth, Blockbuster, Dave & Buster’s, ESPN, HBO, the Golf Channel, Michelin, Campbell’s, Coca Cola, Discovery Networks, and Nissan.
The final step came in taking the product from the digital world to the Real World…live and in-person. Our team’s experience in creating and and staging multimedia “happenings” for many Fortune 150 companies was the foundation for “fan interactive” events at 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. (With absolutely no mention of compression rates or set top boxes. Yes.)
Mission Accomplished.
