DIRECTV, one of the largest broadcast providers in the country, needed to refresh their MVP platform, a marketing support program for bar and restaurant locations. While MVP was designed to help bar and restaurant owners receive more customers, the platform was viewed as purely transactional, resulting in infrequent use and lack of adoption. Instead, DIRECTV sought to create direct engagement with patrons, freeing up customers to manage new relationships.
We created a new MVP platform that aligned the offerings of DIRECTV with their interests and marketing efforts. In addition to increasing site usage, the mission of the new DIRECTV MVP relied on three key components: personalization, engagement, and loyalty. When utilized together, these components can broaden user reach, strengthen the individual experience, and differentiate the program Beyond the Box.