Sling TV ‘Rips Apart’ Pay-TV Model in New Marketing Campaign Starring Danny Trejo
August 30 2016 - 10:44AM
Business Wire
- New multimedia ad campaign, “Who’s
Bad?!,” airs nationwide across television, digital, mobile, social,
print and new media platforms
- Award-winning actor Danny Trejo
embodies consumer pain points with traditional pay-TV in new
spots
- Produced in both English and Spanish,
“Who’s Bad?!” targets both general market and Latino audiences
- Four initial multimedia videos launch
today
Sling TV today debuted a new multimedia marketing campaign,
“Who’s Bad?!,” featuring award-winning Hollywood actor Danny Trejo.
The national campaign spans across television, digital, mobile,
social, print and new media platforms, and positions Sling TV as
the solution to traditional pay-TV pain points, including high
costs, long-term contracts, rental equipment fees, annual price
hikes, useless channels and poor customer service.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20160830005971/en/
Danny Trejo stars in new marketing
campaign for Sling TV, "Who's Bad?!" (Photo: Business Wire)
The campaign, produced in both English and Spanish, targets both
general market and Latino audiences.
“When creating ‘Who’s Bad?!,’ our goal was to amplify the
frustration that many consumers have with the traditional pay-TV
model, and Danny Trejo mirrors this negative consumer sentiment
with a breakthrough style and delivery,” said Glenn Eisen, chief
marketing officer of Sling TV. “Danny is the authority on bad and
gives a voice to the dissatisfied cable customer, setting the stage
for a new consumer model and solution that Sling TV distinctly
provides.”
“Our success is linked to one thing – giving our customers what
they want – and as a result, our service has proven to be additive
to the pay-TV industry,” said Roger Lynch, CEO of Sling TV.
“Consumers are growing unhappy with the traditional pay-TV model
and are increasingly leaving the pay-TV industry. The choice
shouldn’t be ‘should I stay or should I go,’ which is why Sling
TV’s programming portfolio and flexible model continues to offer
more and more pay-TV customers an attractive option for their
entertainment needs.”
“Who’s Bad?!” Campaign
The ad campaign features Trejo against a black backdrop speaking
direct-to-camera, personifying pay-TV subscribers’ simmering
resentment of cable’s high prices and strong arm tactics. Trejo,
known as an “authority on bad” from his role in films such as
“Machete,” “Machete Kills” and “From Dusk Till Dawn,” reflects the
negative sentiment many subscribers feel toward the pay-TV model
and presents Sling TV as the solution.
Additional elements of the “Who’s Bad?!” omni-channel campaign
include a homepage takeover of Sling.com and SlingTV.com, digital,
mobile and new media ads, paid and organic social posts, YouTube
videos, in-device promotions on Sling TV supported devices, print
ads and other direct-to-consumer promotion. Sling TV subscribers
will also see a curated selection of Danny Trejo’s movies in their
Sling TV guide available to rent throughout the campaign.
With the launch of “Who’s Bad?!,” Sling TV also introduced a new
creative look and feel for the brand. The new look is sophisticated
and simplifies the brand’s key messages. Featuring large,
easy-to-read font against dark backgrounds, the brand now says more
with less.
For more information about Sling TV, visit sling.com/takebacktv.
View the new ads on Sling TV’s YouTube channel.
Sling Latino is Now Sling TV
Simple, affordable pricing and customizable packaging have
always been hallmarks of Sling TV. Over the past several months,
Sling Latino pricing and packaging have become simpler and more
customizable. With Monday’s debut of “Who’s Bad?!,” the Sling
Latino brand has merged into the Sling TV brand, folding Spanish
language and bi-lingual packages into the general market
offering.
“The move reflects how our Latino customers have been buying
Sling TV – most want both the general market offerings of Sling TV
and the in-language and in-culture programming of Sling Latino,”
said Eisen. “Our pricing and new branding are designed to make it
easier and more appealing, following our customers’ lead on how
they want to engage with us.”
Since its launch, Sling TV has grown its Spanish-language
offering from 14 channels to nearly 40 channels, and continues to
attract Hispanic households nationwide.
About Sling TV
Sling TV L.L.C., a subsidiary of DISH Network Corporation
(NASDAQ: DISH), provides over-the-top television services,
including general market, Latino and International live and
on-demand programming. It is available on televisions, tablets,
game consoles, computers, smartphones and other streaming devices.
Sling TV offers two streaming services, which collectively include
more than 100 channels and programming content from Disney/ESPN
(Sling Orange only), Fox (Sling Blue only), NBC (Sling Blue only),
HBO®, AMC, A&E, Turner, Scripps, Viacom, EPIX and Univision.
Additionally, Sling TV offers a suite of standalone and add-on
Spanish-language programming packages tailored to English-dominant,
bilingual and Spanish-dominant U.S. households. Sling International
currently provides more than 250 channels in 19 languages across
multiple devices to U.S. households. Sling TV is a next-generation
service that meets the entertainment needs of today’s contemporary
viewers. Visit www.Sling.com.
Follow @Sling on
Twitter: http://www.twitter.com/Sling #TakeBackTV
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160830005971/en/
Sling TV L.L.C.Lacretia Taylor720-514-8209lacretia@sling.com
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