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When it comes to driving sales on the social Web, the run-of-the-mill contest giveaway isn’t going to cut it. And even with a stellar prize like the NFL Sunday Ticket to award, DirecTV wants to hedge its bets. Genuine takes the reins of their Ultimate Displaced Fan platform to deliver an engagement environment like no other.
Always on the lookout for new sales drivers, DirecTV wanted to improve its annual NFL Sunday Ticket giveaway platform, Ultimate Displaced Fan (UDF). The satellite TV provider caters to existing and prospective out-of-market subscribers through its exclusive NFL Football Package, which provides a plethora of enhanced football content in a device-agnostic framework. Genuine’s challenge was to boost sales for the NFL Football Package via the reinvented UDF platform.
The Ultimate Displaced Fan platform is a highly modular, PHP-based custom CMS that allows out-of-market NFL fans to sign up as contestants for the NFL Sunday Ticket contest. For the 2010 and 2011 iterations of UDF, we wanted to bring new life to the site’s look by making the platform more exciting for NFL fans. UDF’s administrative interface enables DirecTV and its PR affiliates to moderate and evaluate entries without leaving the site, while an array of voting features and Facebook integration tools on the front end enable contestants to rate entries based on quality and other criteria. From a systems perspective, we ensured that the UDF platform was built in such a way that DirecTV can reuse the CMS for campaigns from year to year by simply styling the front end.
Above and beyond UDF’s lead capture functionality, the platform is littered with analytics markers that enable Genuine’s Digital Media team to monitor performance and inform the strategy for future social media campaigns, such as DirecTV’s Quarterback Challenge and Snowballs of Flurry Facebook games.
Educating an audience can and should be entertaining. DIRECTV takes this approach to learning with their sales reps to improve their key selling tactics, and Genuine provides the edutainment tool to make the experience possible.
DIRECTV wanted a new way to train its 20,000 sales reps across the country. Historically, DIRECTV’s training sessions were just that—boring training sessions. Genuine knew that better-educated reps make for a better-educated consumer audience, especially since DIRECTV’s sales reps sell directly to consumers. Genuine had something entirely different in mind for spicing things up.
Traditional training is not entertaining. What DIRECTV needed was edutainment. Genuine’s mission was to create active participants out of bored, passive listeners: Our experience would get reps out of their seats with excitement and at the same time educate them about the best way to sell DIRECTV.
Live marketing specialist and Genuine partner IMG LIVE planned to conduct hundreds of these training sessions in person at DIRECTV training centers across the country. Each training session needed to change based on the audience makeup, the time available for the session, and the needs of the center. To that end, Genuine created an entertainment center for the emcee—a touch screen kiosk served up video vignettes of HBO and Showtime synopses and digital emcee counterparts who answered the real reps’ questions.