Sling TV

REWARDS

In terms of things that are both easy and enjoyable, watching your favorite shows is pretty high up on the list for most of us. Also enjoyable? Getting free stuff. So we thought what if you combined the two and rewarded people for watching TV? Thus the rewards program for Sling was launched in Q4 2024. The 360 campaign consisted of several phases that targeted both acquisition and retention audiences through a waterfall rollout of the Rewards program itself, the Spin and Win feature, and a spotlight on the $10K grand prize sweepstakes. With tight budgets and even tighter timelines for delivery, we turned to our still new-to-us AI tools to fast-track concepting, but also would be creating several OLV spots that would feature a mix of traditionally-crafted 3D motion assets with moments dedicated to lifestyle personas courtesy of our generative outputs in Midjourney and (early) Runway.

Concepting

In-market Deliverables

Results

All-in-all, the campaign accomplished what it needed to: new sign-ups increased, subscriber churn decreased, freestream watchers converted to monthly plans, and a bunch of customers walked away with cold hard cash (or the digital equivalent) just for watching TV with Sling. However, with any new process there are lessons to be learned. We discovered that while AI is a tremendously advantageous addition to the toolbox, we found ourselves 'spinning the wheel' countless times during the generative stage get the outputs we deemed acceptable, and even then we wished some of them were better. Was it cheaper than a production shoot? For sure. Was it less time consuming? Debatable. Will prompt adherence and character consistency be a problem a year from now? Probably not. Is struggling for a successful outcome more rewarding than achieving it easily? Always.