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DirecTV "Refer A Friend" Campaign
Transcript of DirecTV "Refer A Friend" Campaign
Postcard & Magazine Advertisements
"refer a friend" Campaign
McKenzie Jobin, Emily Peppers-Vanamee, Rhianon Tychonievich, & Michelle Zirille
All current DirecTV subscribers
Holiday Campaign Overview
Seasonal, only ran in the month of December
Advertisement will be placed on DirecTV.com and will replace current banner advertisements
Makes referring a friend even easier with DirecTV paying your friend's current cable provider's cancellation fee (up to $250)
First 1000 customers who sign up will be eligible ($250,000 budget)
Ties in with our current slogan "A friend for you, a friend for me" by replacing with "A gift for you, a gift for me" for the month of December
Table of Contents
Online Banner Advertisement
QR Code Advertisement
54% of responders have heard of "Refer A Friend" programs
70% of responders said they would refer a friend
90% of responders have a Facebook
74% of responders live in or own a house
Continue raising awareness of DirecTV's "Refer A Friend" program
Make referring a friend easier and worthwhile
Increase Facebook advertisements
Increase home mail advertisements
Promote the ease and benefits of referring a friend
Motivate current subscribers to refer a friend
Increase referring activity and repeat referrals
Gain 240,000 new DirecTV subscribers
Utilize fun and interactive advertisements to entice current customers to refer a friend
Mailed postcard and magazine advertisement
Social media advertisements
DirecTV.com banner advertisements
Television and YouTube commercial
Scan QR code with a smartphone and then press play!
Featured on social media (Facebook, Twitter, etc) and on the DirecTV website
Commercial will be advertised on local TV stations and on YouTube
Front of postcard/advertisement ft. in magazines
Back of postcard
*QR ft. on postcard/magazine advertisement as well
Highly competitive market
Demand for high quality, affordable cable services.
Constantly evolving because of technology
Need for more customer engagement in Refer a Friend programs
240,000 new DirecTV customers
Promote the ease and value of referring a friend
Increase referring activities
A friend for you, a friend for me.