DirecTV is evolving its brand message to highlight its streaming capabilities, moving beyond its traditional satellite dish service. The latest iteration of its advertising campaign, “For the Birds,” features NFL star-turned-college football coach Deion Sanders, known as “Coach Prime,” to underscore this shift.
The campaign aims to dispel the misconception that DirecTV requires a satellite dish, despite the company offering a streaming option since 2016. Research indicates that 75% of consumers still believe a satellite dish is necessary, prompting DirecTV to refresh its marketing approach. “We’ve been providing a streaming product for a while now, but many customers were unaware,” said Vince Torres, Chief Marketing Officer at DirecTV. “Our research shows that 80% of people prefer not to have a dish on their home, which is a significant number.”
The updated campaign features animated pigeons voiced by actors Henry Winkler and Steve Buscemi, who humorously question how DirecTV operates without a satellite dish. The campaign’s objective is to highlight DirecTV’s dual offering of satellite and streaming services, catering to evolving consumer preferences.
Sanders’ participation comes at a strategic time, coinciding with major sports seasons, including college football, the NFL, and the NBA. Sanders, who previously appeared in a 2011 DirecTV ad as a football player, now brings his recognizable persona to the streaming campaign. “It was fitting to reunite with DirecTV,” Sanders remarked. “Coach Prime put his wings back on for DirecTV!”
The shift towards streaming reflects broader industry changes, with traditional pay TV providers like DirecTV facing declining subscriber numbers due to the rise of streaming services. Despite these trends, DirecTV remains focused on offering a comprehensive live sports package, including exclusive sports content, to differentiate itself in the competitive market.
The campaign has already driven a significant increase in website traffic, illustrating its impact as DirecTV adapts to the changing landscape of television and streaming.
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