The battle for TV is just about to get more competitive. It's about time. After the rise of online offerings like Hulu Plus, Netflix, and even HBO GO, there hasn't been an outright rebellion against the TV powers-that-be.
Well, we could refer to the "Cut the Cord" campaign, but that was a little boring and more focused on utilizing the Internet overall versus using streaming to outright replace cable or TV. #TakeBackTV is much more specific.
So imagine our glee when we read the press release from BusinessWire that Sling TV, a new player in streaming TV, is launching a nationwide campaign to proclaim its 20+ channel offerings starting at $20/month.
Interestingly enough, the basic $20 model includes most of the Disney offerings (ESPN, ESPN2, Watch ESPN and ESPN 3, ABC, Disney and CNN), Lifetime, A&E and, as the press release says, an "extensive amount of VOD entertainment." Probably movies?
Anyway, the ads focus on the Millennial generation (we'll define it as 1980–1996) and it shows the difference between Old TV and New TV. It is interesting to see how Sling TV wants to control the narrative — that using streaming services like Sling TV will essentially keep you from being bullied by the Old TV model. No, you don't have to pay for channels you don't watch. No, Sling TV isn't going to force you to consider paying the cable bill, or having groceries for the next week.
It is about time to see some fierceness come about! Though Sling TV didn't call anyone out by name, it is clear to see that the ads resembled characters or branding we would recognize with other companies.
Are all the ads good? Eh, not particularly. But more importantly, does it showcase its unique sales proposition (USP)? Indeed it does. It will be interesting to see how everything develops.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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