DIRECTV NOW
Launching a television streaming revolution.
- Project
- 15/14
- Brand
- DIRECTV
- Date
- 2017
- Platforms
- Web/Mobile
- Role
- Direction/Design
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.
Highlights
Subscribers in less than one year
Year-end sales targets on launch day
Subscribers in less than two years
Marketing Site
Video content throughout made available programming the hero.
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 made it feel as though a user was flipping through their channel guide and viewing live TV as it aired.
Co-branded Promotions
Multiple sites were created to entice consumers with exclusive deals.
Co-branded promotional sites offered a variety of deals enticing customers to sign up. Consumers could receive an Apple TV or Amazon Firestick with a one or three month pre-paid subscription, or gain access to exclusive behind-the-scenes Sports Illustrated videos.
