Tom Dougherty, CEO – Stealing Share
8 October 2018
Hulu TV taps into a strong emotion
The new Hulu TV ad campaign reminds me of a strategy we employed for a client not long ago. Conducting its main business at trade shows, we developed a brand focused on rejecting the status quo.
How did we do that? By dissuading attendees from visiting the client’s booth if they thought the existing state of affairs was good enough. “Don’t come here!” we said.
So, what happened? They came in waves.
It’s only human nature to want to be included in an exclusive club. Or, better yet, it’s a powerful emotion to say not everyone is included.
The Hulu TV spots rest on just that emotion. They tell audiences to “Never get Hulu. It’ll ruin TV for you forever.” They basically confirm what Groucho Marx said. “I don’t want to belong to a club that will accept me as a member.”
“But the new Hulu TV commercials tell you that streaming services are getting smarter. Not just in their offerings, but also in their marketing.”
Hulu TV and the like are getting smarter
That’s enough to spur the prospective cord cutters to check Hulu TV out. And sometimes that’s enough. Because, in Hulu’s case, it’s already in the considered set along with Sling TV and other outlets showing live television.
Streaming live television is the next step for such services. Cable companies smartened up after the influx of Netflix, Amazon Prime and others. While you can’t access Bojack Horseman and The First, you can stream across all other channels, including HBO.
It’s been enough to slow all-or-nothing cord cutting. The number of cord cutters has tripled in the last five years, but 74% of us still subscribe to a traditional TV service.
What’s the advantage of cable or satellite TV? Live television, especially sports. I’ve long said that when sports can be accessed via streaming, cable and satellite companies are doomed. That hasn’t completely happened yet, although ESPN+ is a step in that direction.
In fact, only the NFL is hidden from streaming services. When you can stream NFL games, watch out.
But the new Hulu TV commercials tell you that streaming services are getting smarter. Not just in their offerings, but also in their marketing. Basically, if you’re not part of the Hulu TV club, then you’re missing out.
So, never get Hulu. It’ll ruin TV for you. Forever.
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