1 / 8

This is . . .

This is. Ben Hassold Bill Banash Brandi Klimko. Background. ESPN cable network launched September 7, 1979 Originally airing once per day, SportsCenter is now show up to twelve times per day “This is SportsCenter ” Ad campaign began in 1994. AD CAMPAIGN.

melva
Download Presentation

This is . . .

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. This is . . . Ben Hassold Bill Banash Brandi Klimko

  2. Background • ESPN cable network launched September 7, 1979 • Originally airing once per day, SportsCenter is now show up to twelve times per day • “This is SportsCenter” Ad campaign began in 1994

  3. AD CAMPAIGN • Series of commercials run by ESPN to promote their SportsCenter sports news show • Three Commercial Types • Guest Appearances by sports figures • Steve Smith • Parodies of current sports practices by applying them to working at SportsCenter • Peyton and Eli • Use of Sports Mascots • Ortiz & Posada

  4. The minds behind the scenes • Home town agency Wieden+Kennedy out of Portland, OR have worked on over twenty different commercials since 2000 • Currently Arnold Worldwide does the short SportsCenter ads • Most of the sports anchors write their own lines; Most of the athletes get to add in some of their own work as well

  5. Recent Campaign Highlights • August 2008 GEICO and ESPN join forces • Cavemen to appear in ESPN’s TV, print, digital and radio channels • Primarily used to advertise fantasy sports • May be used to advertise SC itself • ESPN donates $1,000 to guest celebrity appearance for commercial • Have won numerous awards for advertising such as CLIOS, WIN, Cannes Lions, AICP, etc.

  6. Success of Ad Campaign • Gained notoriety among sports fans as “some of the funniest ads on television.” • Increased viewing of ESPN by non-sports fans because of creative humor and parody • Flipped the script on athletes by creating a demand from them to appear on the ads and by taking tabs on each other.

  7. Questions? • Is there anything ESPN should do to improve these ads? • Is the success limited to just ESPN? • Do you enjoy these ads? • Name a few of your favorites

  8. Sources • http://www.sportsbusinessdaily.com/article/123293 • All videos found on YouTube • http://heatherw.com/mk/other/usaespn.htm • http://www.katu.com/news/business/3611551.html • http://sports.espn.go.com/espn/sportscenter/commercials • http://www.adforum.com/preview/subscriber/print.asp?ID=15329&TDI=AGxKD1TR&orderby=&page=

More Related