DirecTV: Rising 1,000 Feet Above the Competition

The Challenge

Satellite television provider DirecTV is already one of the biggest media companies in the world, distributing programming to more than 17 million subscribers in the U.S. and another 5 million in Latin America.

Still, it searched for a unique and effective way to promote its services. After discussing a host of promotional ideas, an unusual one was “floated.” An airship could give DirecTV direct, on-site access to potentially hundreds of thousands of fans at major sporting events – plus the millions watching at home – including nearly limitless sponsorship and promotional opportunities. There was only one problem: Custom blimps cost millions of dollars, not including maintenance, crew salaries, storage, and so on. Building one with the world’s first airborne HD-resolution LCD screen –  well, that would be even more money. The question became how to finance this exceptional opportunity.

How ICON Uncovered Value

ICON presented a creative solution to DirecTV to fund the production of the 108-foot DirecTV airship: ICON would provide cashU.S. federal banknotes; one of ICON's financial options. in exchange for future advertising time, time that ICON clients are enjoying at this moment. This raises DirecTV’s and ICON’s promotional opportunities well above the competition – 1,000 feet higher, to be exact!

Result

The DirecTV airship is aloft 48 out of 52 weeks each year, providing sporting event attendees with a real sense of excitement allowing DirecTV with nearly uncountable impressions and ICON clients access to a high-impact promotional medium. According to DirecTV’s SVP for advertising sales, “When we come up with creative ideas like this one and we don’t have to do a big cash layout, we can use the cash for other company initiatives. We embrace that sort of thing.”