LAUNCHING A TV REVOLUTION

DIRECTV NOW is born

With cord-cutting a growing threat to traditional TV service, AT&T launched DIRECTV NOW. Featuring more live TV channels than any other streaming service, DIRECTV NOW gives you all the goodness of traditional TV packages without the equipment costs, hidden fees or long-term contracts.

Simplify the experience

The guiding principle for DIRECTV NOW was to simplify the consumer journey. Best practices from industries like music, travel and hospitality were researched to make DIRECTV NOW flows as frictionless as possible.

It's all about the live. And the mobile.

Consumers want live TV and they want a lot of it – not some skinny bundle that only includes a few of their favorite channels. DIRECTV NOW is the first service to deliver a traditional sized TV package without the contracts or commitments on all your favorite devices.

Here's the deal

Multiple sites were created to entice consumers to buy DIRECTV NOW. Consumers could gain access to exclusive behind-the-scenes Sports Illustrated videos, subscribe for only $10 a month with AT&T's Unlimited plan, or receive an Amazon Firestick included with a one month pre-paid subscription.

Keep the customer engaged

So often, emails feel corporate, cold, and unpersonalized. Extending the DIRECTV NOW ideology into all the communication touchpoints was essential to making the brand feel warm and inviting.