DIRECTV NOW MARKETING

Launching a TV revolution.

BRAND: DIRECTV

DATE: 2017

PLATFORMS: RESPONSIVE WEB

ROLE: DESIGN

TEAMS: MARKETING DESIGN

STATUS: NA

With cord-cutting being a growing threat to traditional TV, AT&T launched DIRECTV NOW—a live TV streaming-only service that offers more channels than any other streaming service, without the added equipment costs, hidden fees and long-term contracts. I was the lead designer responsible for developing DIRECTV NOW’s digital presence.

DIRECTV NOW’s responsive marketing site needed to feel revolutionary with a bold attitude—constantly driving home that this was live TV you can stream, when and how you wanted. Video content throughout made available programming the hero, while also making it feel as though a user was flipping through their channel guide and viewing live TV as it aired.

OUTCOMES

1M

Subscribers in less than one year

150%

Year-end sales targets on launch day

2M

Subscribers in less than two years

DIRECTV NOW’s responsive marketing site needed to feel revolutionary with a bold attitude—constantly driving home that this was live TV you can stream, when and how you wanted.

Video content throughout made available programming the hero, while also making it feel as though a user was flipping through their channel guide and viewing live TV as it aired.

Co-branded promotional sites offered a variety of deals enticing customers to sign up for the DIRECTV NOW service.

Multiple sites were created to entice consumers to buy DIRECTV NOW. Consumers could receive an Apple TV or Amazon Firestick included with a one or three month pre-paid subscription or gain access to exclusive behind-the-scenes Sports Illustrated videos.