Working as a marketing and design intern for DISH's internal creative agency OneTen, partnered with a marketing and copywriting intern on a free preview event project. Executed the ideation, identity, marketing strategy, branding, awareness creation, and creative deliverables for the event.

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Josi Farmer, Purdue University I Mike Carlson, University of Missouri
Free Preview Branding, Awareness, and Execution
OneTen Creative I 8/2/17

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The
Ask. This event will be used to deliver value to
our customers and give them more of the
content they love. Ultimately, this event will
be an avenue to up-sell our customers and
connect them with even more of the best
TV in the world.
Create and Brand a
Free Preview Event

3. Phase I
Gain Interest
• Promote the event and reach top-of-mind status with customers
• Reach customers across multiple platforms and channels
• Educate customers on the added value of the event
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Pre-Event

4. Phase II
Deliver
• Promote, promote, promote
• Maintain top-of-mind status with customers
• Promote DISH services and technology
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During Event

5. Phase III
Seal the Deal
• Up-sell on what customers are already watching
• Multi-channel follow-up with a seamless path to upgrade
• Post-event transition into opportunities to continue watching
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Post-Event

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All
together
now
Pre-Event During Event Post-Event
BRANDING
UP-SELL BRANDING
UP-SELL
Gain Interest Deliver Seal the Deal

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The Goods
Digital Print Social Media Set-Top Box

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Identity
Event Name and Logo Design

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This event is a
celebration of the
power of TV.

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Watch Party
‣ Delivering amazing content ‣ Celebrate TV
‣ Unlimited access
‣ TV for all
‣ Tune in now
‣ Come together
‣ Memorable
‣ Social
‣ Gather around the TV

11. White on Black
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Logo Design | Identity
Watch Party
White on Red

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The Pre-Party
Watch Party
Phase I: Gain Interest
Digital | Set-Top Box | Print | Social

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Watch Party
Hero Banner | MyDISH

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Watch Party
Email | Pre-Event

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Watch Party
Social | Facebook
FB Post
Post: Gather around the TV for a Watch Party. Join the fun no matter what DISH TV
subscription you have!
Head: Watch Party
Description: We’re unlocking all your favorite holiday hits, free

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Watch Party
Social | Instagram
Instagram Post
Post: Gather around the TV for a Watch Party. The party starts in 12 days! Don’t miss out
on all your favorite holiday hits, free. #StartTheParty #WatchParty

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Watch Party
Social | Spokeslistener Twitter
Twitter Post
Post: We have a very special gift for you! Tune in 12/18-12/31 to catch
thousands of your favorite holiday hits, free during #WatchParty #StartTheParty
Twitter Post
Post: That face you make when you realize #WatchParty starts
tomorrow! #StartTheParty

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Watch Party
Remit Envelope | Print

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Watch Party
Guide Banner | Pre-Event

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Watch Party
STB Notification | Pre-Event

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Watch Party
OPEN ON A BLACK CARD.
ART CARD: DISH PRESENTS: THE SPOKESLISTENER
CUT TO TWO MEN AT A HOLIDAY PARTY STANDING BY A FOOD TABLE. THE PARTY IS DEAD AND NO ONE IS TALKING TO EACH OTHER
MAN #1: THIS PARTY IS DEAD. THIS STINKS!
MAN #2: I KNOW! I DON’T WANT TO LEAVE BUT I MIGHT HAVE TO IF NO ONE’S GOING TO DO ANYTHING.
MAN #1: I WISH EVERYONE WOULD LIVEN UP A LITTLE BIT.
SPOKESLISTENER (IN HOLIDAY APPAREL) APPROACHES AND TURNS ON THE TV TO WATCH PARTY
SL: WITH DISH, YOU CAN BRING EVERYONE TOGETHER DURING WATCH PARTY.
PEOPLE START TO TALK AND MOVE TO THE COUCH
SL: DURING WATCH PARTY, DISH IS UNLOCKING ALL THE TOP HOLIDAY MOVIES AND HIT TV SHOWS, FOR FREE… FOR TWO WEEKS!
PARTY IS LIVENING UP, GETTING MORE EXCITING AND PEOPLE ARE PILING ON THE COUCH NOW.
MAN #2: BUT WHAT IF I DON’T SUBSCRIBE TO THE TOP PACKAGE?
SL: IT’S OPEN TO ALL DISH SUBSCRIBERS. NOW YOU AND WHOLE FAMILY CAN WATCH CLASSICS LIKE ELF, A CHRISTMAS STORY,
AND MORE WITHOUT PAYING ANYTHING.
MAN #1 (YELLING): LET’S GET THIS PARTY STARTED!!!!
ART CARD: COME TOGETHER DURING [LOGO], [NETWORK/KEY ART]
ART CARD: FROM DECEMBER 18-31
VO: BRING THE FAMILY TOGETHER TO CATCH ALL YOUR FAVORITE HOLIDAY SHOWS AND MOVIES, FREE DURING WATCH PARTY.
VO: DISH. TUNED IN TO YOU.
:30 Video | Start the Party

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Watch Party
FADE IN ON A MAN AND WOMAN WATCHING LOVE ACTUALLY ON HIS IPHONE USING DANY. THEY ARE UNDER
MISTLETOE.
WOMAN: THIS IS MY FAVORITE SCENE OF ALL TIME!
SCENE IS THE CUE CARD SCENE FROM THE MOVIE. ROMANTIC TENSION BUILDS. KEEP CAMERA TIGHT ON THE
COUPLE.
MAN: IT REALLY MAKES YOU STOP AND REALIZE WHAT’S IMPORTANT IN LIFE.
WOMAN IS STILL LOOKING DOWN WHILE GUY LOOKS AFFECTIONATELY AT HER.
WOMAN: IT REALLY DOES, DOESN’T IT?
THE TWO ARE NOW LOCKING EYES WITH EACH OTHER AND THEY LOOK UP AND SEE THE MISTLETOE ABOVE THEM.
THE TWO ARE ABOUT TO KISS WHEN A WHOLE GROUP OF PEOPLE APPEAR.
GROUP MEMBER (YELLING): YES! OH MY GOD I LOVE THAT MOVIE! IT’S MY FAVORITE!
THE GROUP GATHERS BEHIND THEM TO WATCH THE MOVIE AND KILL THE ROMANTIC MOMENT.
ART CARD: COME TOGETHER. COUCH OPTIONAL. [LOGO], [NETWORK/KEY ART]
ART CARD: FROM DECEMBER 18-31
VO: BRING THE FAMILY TOGETHER TO CATCH ALL YOUR FAVORITE HOLIDAY SHOWS AND MOVIES ANYWHERE,
FREE DURING WATCH PARTY.
VO: DISH. TUNED IN TO YOU.
:30 Video | Ruin the Moment

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Let’s Start the Party!
Watch Party
Phase II: Deliver
Digital | Set-Top Box | Social

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Watch Party
Hero Banner | MyDISH

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Watch Party
Email | During Event

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Watch Party
Social | Facebook
FB Post
Post: With more than 500 hours of recording space in the Hopper, never miss
a moment of your favorite holiday movies!
Head: Watch Party
Description: Catch all of your favorite hits and shows, free

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Watch Party
Social | Instagram
Instagram Post
Post: Bringing people together better than mistletoe #WatchParty

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Watch Party
Social | Spokeslistener Twitter
Twitter Post
Post: I want you to get in the holiday spirit and catch thousands of your favorite
holiday hits, free during #Watch Party
Twitter Post
Post: On the go this holiday season? We’ve got you covered. Catch all your #WatchParty
favorites wherever the holidays take you with DISH Anywhere.

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Watch Party
Guide Banner | During Event

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Watch Party
STB Notification | During Event

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The After Party
Watch Party
Phase III: Seal the Deal
Digital | Set-Top Box | Print | Social

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Watch Party
Hero Banner | MyDISH

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Watch Party
Email | Post-Event

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Watch Party
Social | Facebook
FB Post
Post: The holidays may be over, but the party is just getting started. Upgrade your DISH
subscription now and keep unlimited access to all the channels you’ve been enjoying.
Head: Upgrade Now
Description: Keep the Watch Party going

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Watch Party
Social | Instagram
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Instagram Post
Post: The party’s not over! Upgrade your subscription today and wake up every
morning to all your favorite shows and movies #WatchParty

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Watch Party
Social | Spokeslistener Twitter
Twitter Post
Post: Make every day feel like the holidays and upgrade your subscription
to keep watching all the shows you’ve enjoyed during #WatchParty
Twitter Post
Post: Still fighting the cold? Cozy up with all your favorite #WatchParty hits
by upgrading your subscription today

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Watch Party
Guide Banner | Post-Event

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Watch Party
STB Notification | Post-Event

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Watch Party
AdPages | Post-Event

40. So What’s Next?
How to Keep the Party
Going… Forever
• Incorporate Alexa
• Experiential marketing
• Expand content offerings
• Expand reach and deliverables
• Expand Spokeslistener role
• Seasonal variations
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Watch Party

41. Thank
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Watch Party