To complement the brand campaign, content-specific spots were also created to drive key tune-in moments. Content appeared across the purchase funnel targeting consumers through a variety of channels including OTT, CTV, and Social.

Over time, the streaming category started to look and feel homogenized, with many brands using blue as their core color (Sling included). So we kicked off a mnemonic exploration, beginning with a color study that sought to maintain historic brand associations while evolving to create differentiation. The result was a new mnemonic that is being used across brand touch points.

Sometimes, when your team says “we need a ton of social content,” you say, “what you should do is buy a bunch of super cheap stock videos and have a computer narrate some pretty messed up scripts about people you hope aren’t real doing things you hope real people don’t do.” And then you test them, and people love them, and you just created some really effective social content for an even more effective budget.