March Madness
The Ask
Sling TV 2024
Sling was gearing up for March Madness with a focus on driving acquisition momentum during the critical "bubble season"—the weeks leading up to the tournament, when fans are eagerly anticipating the final team selections. Our goal was to capture new customers during this preseason period, positioning Sling as the best place and price for college basketball coverage. Timing was crucial for attracting subscribers before the competition started. After this initial push, we would pivot to using tune-in creative to retain engagement throughout the tournament, keeping the focus on high-quality basketball coverage for fans during the most exciting time of the season.
The Process
This concept is all about highly impactful, scroll-stopping imagery. Using custom AI generation, we amped up the lighting, reflecting the golds and bright blues of the brand. The player positioning and posture speaks to the excitement preceding the event, evoking the anticipation of fans and teams alike in lead up to the tournament.
The neon and smoke are dynamic elements and lend themselves well to animation, helping the static player imagery stand out amongst other athlete-focused ads.
The overall execution presents a premium, branded photoshoot, giving Sling a distinctive presence in market.
The Result
The Sling March Madness campaign delivered outstanding results, driving significant brand impact and making it the main driver of net additions for Q1 and Q2. By strategically focusing on the "bubble season," we captured a surge of new subscribers, contributing to a 15% increase in acquisitions during the campaign period. The pivot to tune-in creative during the tournament maintained strong user engagement, with Sling seeing a 20% increase in viewership during key matchups. Ultimately, the campaign not only reinforced Sling's position as the go-to platform for college basketball but also played a critical role in boosting overall brand visibility and subscriber growth during the first half of the year.