Premier League Puts Another IPTV Pirate in Prison; Spot The Subtle Messaging


Premier League Puts Another IPTV Pirate in Prison; Spot The Subtle Messaging

A man from Shrewsbury has joined a growing list of people in prison for defrauding the Premier League. Steven Mills was behind the pirate IPTV brands Eyepeeteevee and Pikabox. Mills pleaded guilty in June and at Crown Court this week, received a 36-month prison sentence. Along with some additional details on the case, today we take a closer look at how the Premier League used the news to send specific messaging in support of its overall anti-piracy drive.

footballWhen companies want to increase sales of their products, marketing teams work extremely hard to ensure that the target audience receives exactly the right message at precisely the right time.

Anti-piracy campaigns may feel a little different due to messaging that deters sales; those relating to piracy services or devices, for example. However, at their heart anti-piracy campaigns are simply marketing campaigns tailored to a specific audience, using messaging that aims to uproot deeply entrenched consumption habits by focusing on the negatives of a rival (and illegal) product.

When sent out to dozens of news publications, many of which are happy to deliver that messaging almost verbatim, campaign press releases can enjoy significant exposure. That’s exactly what happened again on Thursday and Friday following news that yet another man from the UK will be spending a considerable time behind bars; marketing cost to the Premier League: £0.00.

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