News
ESPN launches fan-focused outdoor campaign
18 August 2011
ESPN is launching the first fully-integrated digital outdoor campaign in the UK as part of its wider ‘Miss Nothing’ campaign.
The campaign features live, real-time discussions from ESPN football presenters Ray Stubbs and Kevin Keegan, who will raise subjects for debate as matches unfold. Topics will appear live on digital outdoor screens. Live scores from ESPN’s news website will be included in the outdoor feeds, as well as information around the live TV football matches. The campaign will appear on 300 digital outdoor sites across the UK.
ESPN’s new brand campaign, ‘The Gift’, focuses on sports fans’ “ability to read a game, see things before they happen and anticipate sporting action.” It includes elements of TV, radio, print and digital media, illustrated through five short films, and it also promote ESPN’s mobile app ‘ESPN Goals’.
“We want to connect with fans on whatever screens they use at any time,” said ESPN Europe group marketing director Mike McKibbin. “Through our brand building campaign ‘The Gift’, we aim to demonstrate our understanding of fans, their passion and insight. Our new digital outdoor campaign aims to actively engage fans and continue our dialogue with them from TV screens, mobile devices and online to wherever they are as the sporting weekend unfolds.”
Jenni Baker, London