How DirecTV Transforms Satellite Dishes into Avian Sanctuaries Featuring Randy Johnson

Article Brief:

DirecTV has partnered with baseball legend Randy Johnson for “Bird Ballparks,” an extension of its recent “For The Birds” campaign, per details shared with Our Website.

To help consumers access DirecTV without a satellite dish, a unique campaign has been launched. It involves transforming dishes into bird sanctuaries, inspired by the famous incident when Johnson accidentally hit a bird with a pitch during a spring training game in 2001.

The campaign, developed by TBWA\Chiat*Day LA*, features a main advertisement that is being shown in shorter versions on digital and social media platforms. Consumers have the opportunity to participate in a contest to win a bird ballpark or "Millet Mullet" bird feed, shaped like the hairstyle Johnson had during his playing days, by visiting a special microsite.

Extended Campaign: "For The Birds"

DirecTV is continuing their “For The Birds” campaign that started in February to highlight their satellite-free streaming choices. The initial ads featured Steve Buscemi and Henry Winkler as the voices of pigeons who were unhappy about having fewer satellite dishes to sit on. Now, the new “Bird Ballparks” ad promotes the service by drawing on a significant moment in professional baseball history.

MLB Hall of Famer Johnson stars in a 90-second hero spot where he transforms an old satellite dish into a bird sanctuary. The sanctuary includes a mini ballpark, a tiny statue of Johnson, poles for birds to perch on, and a phone holder for streaming. The spot also features the Millet Mullet, a fun wig made from grain. Consumers have the chance to win either item by visiting a microsite, which allows the brand to gather important first-party data.

Johnson mentions a moment in a 2001 spring training game between the Arizona Diamondbacks and the San Francisco Giants where he accidentally killed a bird with his pitch.

The advertisement, airing during a Diamondbacks and Giants series, promotes DirecTV’s Gemini streaming service devices that were launched last year. These devices include a sports-focused hub and an aggregation tool that combines content from streaming providers such as Amazon Prime, Max, and Netflix. DirecTV is focusing on this streaming service to attract customers who are moving away from traditional cable and satellite TV options.

DirecTV has been focusing on advertising in pop culture and sports recently. Last year, they worked with actor Brian Cox, known for his role in "Succession," as their "Overly Direct Spokesperson." Additionally, they collaborated with Kansas City Chiefs players Travis Kelce and Chris Jones on Spotify content aiming to help fans "Sack the Sunday Scaries." In 2022, DirecTV featured MLB legends Alex Rodriguez, David Ortiz, Ken Griffey Jr., and Dwayne Johnson in their "GOATbusters" campaign.

Editor's P/S:

DirecTV's "Bird Ballparks" campaign is a creative and engaging way to promote their streaming services. By partnering with baseball legend Randy Johnson and drawing inspiration from his infamous bird-hitting incident, the campaign effectively resonates with baseball fans and highlights DirecTV's commitment to providing convenient and accessible streaming options. The transformation of old satellite dishes into bird sanctuaries not only aligns with the campaign's theme but also demonstrates DirecTV's environmental consciousness.

Moreover, the campaign's integration with digital and social media platforms allows for wider reach and participation. The contest element encourages consumers to interact with the brand and provides an opportunity for DirecTV to gather valuable first-party data. By focusing on pop culture and sports references, DirecTV effectively connects with their target audience and showcases their commitment to delivering innovative and entertaining content.