Alternative TV provider Sling TV has launched a new millennial-focused campaign, #TakeBackTV, which includes online video, social media and old-school TV spots.
Central to the campaign are three ads which humorously poke fun at the old TV model. In these ads, cable companies (referred to as “Old TV”) are represented by kids playing school yard bullies, uttering the usual lines we’re all tired of hearing: “No, you can’t lower your bill, you signed a contract,” and, “There’s a rental fee for all of this!” There’s even a wrestling bout on the lawn with a “purple nurple” thrown in for good measure.
Social elements of the campaign include a campaign-specific graphic header on the Sling TV Facebook page:
Additionally, there is a Facebook post pointing to a Sling TV blog post about the campaign
We’re live with our first ad campaign! It’s time to join the future of television. Share and #TakeBackTV! Posted by Sling on Monday, July 20, 2015
Of the campaign’s focus, the blog post reads:
Designed specifically for millennials and inspired by their frustration with the traditional pay-TV model, our new ads are an anthem for entertainment fans who reject “Old TV” but love watching sports and their favorite shows live and on demand.
The post also encourages people to share the ads using the #TakeBackTV hashtag.
The campaign is being touting on Twitter as well:
Hidden fees? Poor customer service? Useless channels. Let’s put an end this madness already! #TakeBackTV http://t.co/BL6X9BMQel — Sling (@Sling) July 20, 2015
Of the campaign, Sling TV Chief Marketing Officer, Glenn Eisen, said:
Millennials have polarizing feelings about TV; they love the content, but hate the pay-TV model. The #TakeBackTV campaign introduces Sling TV as a new model and solution for the millennial audience. It directly mirrors their sentiment toward the pain points that accompany traditional pay-TV, in an exaggerated, humorous and fun way.
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