DIRECTV
DIRECTV drove reach and engagement for their live sports offering with a Premiere Spotlight takeover on Opening Day.
Goal
Fans look forward to it all year. Opening Day of Major League Baseball (MLB) season represents a fresh start, where every team’s record is the same and anything is possible. DIRECTV aimed to capitalize on the enthusiasm, pitching their service as the go-to destination for live game coverage. They set out to maximize brand reach and engage everyone from diehard fans to casual viewers tuning in for the occasion.
They looked to Pinterest to help reach a unique, incremental audience. Knowing that baseball-related searches spike around Opening Day, DIRECTV ensured that their message met sports fans when excitement hit a peak.
Strategy
To take advantage of the moment and reach the largest possible audience, DIRECTV ran Premiere Spotlight ads. This high-visibility placement took over home and search feeds—the areas with the highest traffic on Pinterest—in the US for the entire day. The high-impact campaign helped ensure DIRECTV captured maximum engagement in the moment.
The video ad featured Bobby and Frank, DIRECTV’s favorite pigeons, catching a live game on DIRECTV. The lighthearted storyline combined humor with clear branding to celebrate the return of baseball and reinforce DIRECTV as the home of MLB games.
“
Our challenge was to reach not only dedicated baseball fans, but also the wider audience tuning in for the excitement of Opening Day. Pinterest gave us the insight and the tools to broadcast DIRECTV’s MLB message at the exact moment when interest peaked.”
Kelly Jo Sands
SVP of Digital & Marketing, DIRECTV
Results
DIRECTV knocked one out of the park with their MLB Opener campaign. Standout creative combined with strategic placement and perfect timing to outperform benchmarks and engage an audience of excited sports fans. Home feed placements delivered 14% higher impressions compared to Pinterest benchmarks.1 Search placements had a 2x lower cost per outbound click (CPOC) than home feed.1 And, the Premiere Spotlight on Opening Day generated the highest “MLB” search index on Pinterest over the prior six months.1
14%
higher impressions on home feed placements compared to Pinterest benchmarks1
2x
lower CPOC for search placements compared to home feed1
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