YouTube TV | NFL Sunday Ticket 🏈
For the first time since 1994, NFL Sunday Ticket found a new home. The subscription package moved from DirectTV to YouTube TV and we needed to do some serious marketing to tell people about how they could get access to their favorite team’s out-of-market Sunday games leading into the 2023-2024 football season.
Time 2023
Role Social & Influencer Go-to-Market Lead, YouTube TV
Get as many avid NFL fans to know that YouTube TV is the new home of NFL Sunday Ticket.
The challenge
As the GTM lead, I was responsible for the strategy development of these social-first marketing campaigns, inclusive of ideation, briefing, creative direction, copywriting, execution, and measurement against our OKRs / goals in partnership with cross-functional teams.
The solution
Influencers as alternative media channels: For key moments during the NFL season such as Draft, Kickoff, and package sale periods, we utilized Influencers most relevant to NFL fans to create custom content across short form and long form. Their content helped us promote key messaging and sale pricing, driving both awareness and conversion metrics for NFLST.
Reddit Megapost Q&A: For the first time ever, YouTube created a megapost on Reddit as a comprehensive guide to NFLST. We had a YouTube product expert answer the top comments and were rewarded with +126% engagement rate (vs benchmark).
Content Creation at Sphere in Las Vegas: As the first ever paid advertiser on MSG’s Sphere in Las Vegas, to amplify our ad spot for NFLST, we brought 5 creators who have highly engaged NFL fanbases to capture content that wouldn’t feel like an ad.
YouTube TV Moment of Zen Ad Spots: During ad breaks on YTV, we feature a Moment of Zen, a beautiful, relaxing, ASMR, and nature focused spot to give people a break from all of the content. I expanded the YTV Moment of Zen ad spot to include creator led videos that were football themed for the NFL season. This begins to tie the magic of our amazing creator ecosystem into our paid streaming service.
THE WORK
