Apple TV+ Launch
Austin FC
Creative Director, Creative Strategy, Motion Graphics
Launching Austin’s MLS Season Pass channel on Apple TV+
The Ask
Create a best in class strategy and programing to launch Austin FC’s MLS Season Pass channel on Apple TV+.
The Execution
Phase 1: Created top-tier programing to launch with Apple TV+ by focusing on supporter, player, and historic club moments to share with existing and new audiences.
Phase 2: Launched the Austin FC Apple TV+ channel with premium custom assets that our fanbase resonates with while getting new fans excited to follow along with Austin FC.
Phase 3: We contunued to educate fans on the subscription model and tune-in using matchday assets, video content, and player specific creative driving fans to Apple TV+.
The Result
The club invested in staffing and created resources to be best in class in MLS on Apple TV+. This included investing in 2 additional full time employees and creating a budget for support staff. Also, investing in gear and technology to help support our new staff and premium programing.
Far exceeded our goals on open rates for emails and click through rates on digital ads. Recorded one of the highest subscription, redemption, and tune-in rates in the league.
Apple and MLS screened 2 of our mini-documentaries, The Heartbeat of Austin and Growing The Legend, during their SXSW programming at the Moody Theater.
Unique Programming
To set our programming apart from other MLS Clubs, we wanted to bring narrative and storytelling into every piece we did.
The Heartbeat of Austin
We explored the matchday rituals unique to Austin FC that make our environment one of a kind in American Soccer.
Growing the Legend
The Austin FC Club Profile narrated by Owner and Minister of Culture, Matthew McConaughey. We tell the club history leading up to the start of the 2023 season.
Motion Graphics Package
I created a suite of Motion Graphics to use for both the promotion and programming of Austin FC’s Apple TV+ channel.
Launch Promo Assets
Austin FC Club video assets that ran on paid media to support pre-premeire awareness and Apple TV+ Season Pass Subscriptions.
Sustain Tune-in Assets
Austin FC Integrated Apple TV messaging into our Matchday assets for sustained tune-in and to educate fans about new programing and matchday viewing. This was spread through organic, boosted, and player channels on social, broadcast, email, and print.
