Hulu Doesn’t Just Have Live Sports
Written by Chie Kobayashi, Live & Licensed Marketing Manager at Hulu
🎶 Hulu doesn’t just have live sports, it’s a lifestyle. Switched to the stream, so it’s hype now. 🎶
In 2019, we turned traditional sports sponsorships on their head with our Hulu Sellouts campaign that featured notable athletes blatantly “selling out” to tell the world that Hulu Has Live Sports. But did you also know, Hulu Doesn’t Just Have Live Sports? Hulu + Live TV also gives viewers access to over 65 live channels plus Hulu’s entire streaming library. Building off the success of our first campaign, we asked NBA superstar and rapper Damian Lillard (aka Dame D.O.L.L.A) to help us share this message and sell out in the biggest way yet — through song.
Our goal was to create a song that highlighted the value propositions of Hulu + Live TV, but it was also important for us to ensure the campaign was authentic to Damian and his persona as a rapper. The creative process was extremely collaborative, and together our team worked through several iterations before landing on the final lyrics. Once the lyrics were finalized, Damian worked with his producer to compose the beat and craft other elements of the song. In the end, he created an incredible custom rap for us, and the full 3-minute track is available on Dame D.O.L.L.A’s Spotify and SoundCloud to stream (over and over and over again).
The official music video for Hulu Doesn’t Just Have Live Sports was released in January, and we still can’t get the song out of our heads. Within the first twelve hours of launch, the official music video received over one million views across Youtube, Instagram, and Twitter, all driven organically. Many people expressed positive sentiments, like “This is the only commercial I can’t skip” and “This ad and song is 🔥.” A month after the song release, the music video has driven over 14 million organic views.
On top of being an amazing partner, our team was impressed with how great of a rapper Dame is. Fun fact: Dame was such a pro that we only needed to record one take of him rapping the full song. This has been my favorite campaign to date that our team has brought to life, and its been filled with exciting moments like hearing the song out in the world. We’ve been able to tap into platforms like SoundCloud and TikTok to amplify the campaign thanks to the custom song. Huge thanks to our Hulu Sellout Damian and all of the Hulu teams who helped bring this fun campaign to life!
Watch the official music video below.
