How Sierra Space, a Rival of Elon Musk's SpaceX, Built an Ad Strategy Around His SNL Debut

The commercial spaceflight underdog will run ads around the episode's YouTube clips

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Elon Musk might be getting a windfall of publicity through his opportunity to host Saturday Night Live this weekend, but one of his competitors is also using the event as a launching pad for its own messaging.

Sierra Space, a spinoff of aerospace firm Sierra Nevada Corp., has purchased 30- and 15-second preroll ads that will run on YouTube clips of Musk’s SNL content—while also targeting clips with related content like “Elon” or “Musk.”

The Sierra Space ads are aimed at gaining some name recognition for a player in the emerging space economy that’s often overshadowed by Musk’s SpaceX and Jeff Bezos’ Blue Origin.



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