CASE STUDY 02 // CULTURAL DISRUPTION
HULU + LIVE TV (THE EXPANDED ECOSYSTEM)
Hulu Has Live Sports was the entry wedge. The true enterprise achievement was scaling the initial campaign into a multi-year branding ecosystem.
Hijacking Pop-Culture
We manufactured buzz across sports pop-culture, extending across live broadcast, social, out-of-home footprints, and earned media.
The “Sellouts” Wedge
Weaponizing transparency with big name sports talent, we built meta-narratives where sports icons admit endorsing Hulu for a paycheck, upending sports marketing clichés.
ThE Retirement Stunt
Provoking the media landscape around the Super Bowl, we had NFL legend Tom Brady imply retirement, only to reveal an elaborate stunt confirming that Hulu Has Live Sports.
The Identity Hack
Embedding the campaign tagline inside NFL QB Jalen Hu(luhaslivespo)rts’ legal name, this “discovery” scaled to digital and OOH takeovers, driving earned media attention.
Expanding the Ecosystem
We leveraged this cultural capital to promote the entirety of Hulu + Live TV, showing audiences that we offer a cable experience, only better.
GenerationAl connnection
Pairing NBA icon Jimmy Butler with an old-school butler (Geoffrey from The Fresh Prince of Bel-Air), we blurred IP lines while demonstrating the ease of using Hulu+ Live TV.
A legacy takeover
Exaggerating the integration of ESPN within the Hulu + Live TV platform, the iconic studio and its on-air talent become “Hulu-fied” in a multi-year promo & social narrative.
WHERE CONTENT collides
Spotlighting the sheer breadth of what the product has to offer, acting coach Charlie Day (Always Sunny) teaches NFL’s DK Metcalf how to promote Hulu + Live TV.
Cementing the Disruption
To drive home the consumer behavioral shift, we built high-impact campaigns focused on utility integration, platform flexibility, and network identity.
Promise the familiar
Featuring cinematic hooks that focus on user behaviors, we show how easy it is to switch between live sports, news, and other familiar linear entertainment.
Re-frame The OBSTACLE
Admitting confusion in a cluttered streaming landscape, a fictional Marketing Team struggles how best to tout the value props of Hulu + Live TV, while doing exactly that.
a CONSTANt Reminder
Bridging gaps in linear programming while proudly flexing the Brand Identity, we crafted 50+ award-winning network IDs to drive affinity during natural live broadcast breaks,
The Business Impact
The Hulu + Live TV campaign ecosystem became one of the most successful brand initiatives in streaming history, transforming consumer perception and directly scaling enterprise revenue.
4.6 m
Peak SubscriberS
Established Hulu + Live TV as the #2 live TV streaming service in the U.S., scaling into a $4.8B juggernaut, even as the pay-TV market faced a structural decline.
#2
Market Rank
The campaign served as a highly efficient acquisition engine, scaling the platform from 800,000 early users up to a peak of 4.4 to 4.6 million subscribers.
8.2x
ARPU Premium
Generated an elite $100.02 average revenue per user, out-indexing standard subs, while anchoring the lowest customer churn rate in the entire streaming category.