DIRECTV wanted to spread the word that their customers can stream every March Madness game live. So we enlisted America’s favorite wedding singer to serenade college basketball fans with adapted versions of one of the most popular wedding songs of all time. And then Greg Gumbel came along for the ride, because that’s just the kind of good dude he is.
The spots below were part of a fully integrated campaign including TV, on-air features, social videos, Snapchat filters, a Snapchat lens, OOH, and banners that together reached more than 100 million people.