In March 2024, Hulu's complete programming catalog became available for all Disney+ bundle streaming service subscribers. With it came award-winning Hulu Originals, more than 1,200 movies, and more than 1,300 shows. To increase familiarity and the subscriber base of the Hulu + Live TV offering, we partnered with NIL, sports-adjacent and reality influencers to create relevant content targeting cord keepers, entertainment fans, sports fans and multicultural audiences to drive awareness and purchase consideration. Among the list of collaborators was Texas Longhorn quarterback Quinn Ewers.
Hulu and Ewers created a video promoting Hulu's lack of a long-term contract, hidden fees, or clunky cable box. Following the tried-and-true 'bomb wire cutting' scene from numerous films, Ewers decides to join Hulu's free three-day trial. As part of Hulu's campaign to garner new viewers, the target was the live-TV and sports sector of potential new viewers, with Ewers front and center.
Quinn Ewers, recognizable NIL football player, created an asset so strong that press picked it up and even thought he was the strongest of our newest commercial campaign. Earned media pickup included coverage on Sports Illustrated, Sports Business Journal, and CBS Sports.
Campaign Performance:
