Up to 20 million DirecTV’s subscribers lost their MTV, Comedy Central and Nickelodeon when the satellite provider pulled 26 channels owned by Viacom. As part of the contract negotiations between Viacom and DirecTV, we at Viacom Catalyst created an integrated marketing campaign to inform the public and keep them abreast of the negotiations.

Miss You spot

The campaign used all possible media – print, video spots, radio and digital. As part of digital, we developed banners, blast emails, Facebook posts, Tweets, online video and, with our web development contractor Treeline Interactive, a microsite. All was coordinated with the company’s dot coms.

The microsite (in conjunction with analytics that could track website traffic and user behaviors) had a CMS that allowed for up to the minute tweaks increasing the effectiveness of the site on the battle. At its height, the microsite was getting 300,000 visits a day. This traffic ranked WhenDirecTVDrops.com the 7,321 most visited website in the US.

Below see the microsite’s home page on mobile.