With award season being a major revenue generating time for nominated On Demand movies, DIRECTV targeted their heavy DIRECTV Cinema users for a special “customer loyalty” tactic. Customers received a high-end, multi-tactic premium mailer. The mailer included a soft touch-coated envelop with UV varnish, along with a UV varnished bi-fold highlighting available award-nominated titles, educational information, and ordering instructions. Finally, each customer received 4 award ballots, featuring all the Oscar categories and nominated films (with mention of all available films on DIRECTV Cinema). Digital components created included email ads and a downloadable/printable ballot to round out a cohesive branded campaign.