DIRECTV
Building on a relationship that began in 2006, JMI served America's leading satellite TV provider, DIRECTV, in its motorsports activations.
Consistently maintaining a high visibility position, DIRECTV continued to cast its focus on the NASCAR Sprint Cup Series. Capitalizing on a key focal moment, DIRECTV again held and aggressively leveraged entitlement of DIRECTV Speedweeks at Daytona International Speedway in 2009. The official NASCAR season kick-off culminating in the iconic Daytona 500, DIRECTV used the prolonged multi-event build-up as a platform for building brand awareness and affinity among content-hungry race fans savoring a new season. Oversight of extensive Speedweeks track signage, hospitality and consumer activations all fell within the JMI scope on DIRECTV's behalf.
Once mainly reserved for VIP NASCAR hospitality, the "DIRECTV Zone" experiential assets took to the road in 2009 and were used to support DIRECTV dealer and call-center special events across the U.S.
NASCAR teams again enjoyed a contingency program that rewarded their use of DIRECTV service and resulted in the DIRECTV logo being badged on most of the Sprint Cup Series field. An ongoing team sponsorship with Richard Childress Racing made Sprint Cup Series driver Casey Mears the focus of DIRECTV's on-track presence. On a weekly basis, as part of NASCAR Sprint Cup Series pre-race ceremonies, DIRECTV recognized leading crew chiefs for their race day performances.