Who you gonna call?

Who you gonna call?

In the streaming wars, content is king. Competing with brands like Apple is one hill to climb, but competing with their original content, like Ted Lasso, is an entire mountain. DIRECTV STREAM - an aggregator with no original content of its own and baggage from Satellite days - found itself out of sync with consumer desire. This is a story about a legacy anti-hero embracing consumer behavior (instead of trying to change it, by owning its product strength. It shows how a disruptive comms principle transformed a brand narrative through advertising. Rejection became consideration, indifference turned to buzz & sales goals were exceeded.

Who you gonna call when you want to stream all your favorite sports, on demand movies and shows? The GOATbusters and DIRECTV, of course!

In the streaming wars, content is king. Competing with brands like Apple is one hill to climb, but competing with their original content, like Ted Lasso, is an entire mountain. DIRECTV STREAM - an aggregator with no original content of its own and baggage from Satellite days - found itself out of sync with consumer desire. This is a story about a legacy anti-hero embracing consumer behavior (instead of trying to change it, by owning its product strength. It shows how a disruptive comms principle transformed a brand narrative through advertising. Rejection became consideration, indifference turned to buzz & sales goals were exceeded.

Who you gonna call when you want to stream all your favorite sports, on demand movies and shows? The GOATbusters and DIRECTV, of course!