September, October and November saw the USA Today Network launch its USA Today Sports+ premium subscription product and promote it through an integrated, regionally-targeted campaign called ‘Fan Harder’.
Reaffirming the Gannett Co owned media giant’s sports subscription strategy which integrates Tipico Gaming Odds and which enables subscribers to curate and customize their local sports experience with immersive content from more than 300 local, niche, and national publications (including interactive video, audio and augmented reality features to realize a stronger connection to their devoted sports teams), so the campaign ran in seven regional markets.
While the app actually covers all sports across the country, agency KesselsKramer chose to concentrate on NFL markets where the offering is currently available – Arizona, Indiana, Michigan, Ohio, Tennessee and Wisconsin – which locally-linked creative roll out to leverage the start of the 2021/22 season.
To promote the launch, USA Today’s creative and brand marketing team worked with agency KesselsKramer to roll out ‘Fan Harder’ which spotlights sports superfans and their extraordinary team pride through localised radio ads, billboards, online banners, and a geo-targeted social media strand with posts primarily running across TikTok and Twitter, plus AR filters as well as digital displays and sponsorships at local events.
The creative executions all feature genuine fans of teams local to each region including Green Bay Packers uber-fan St Vince, Detroit Lions diehards Ron ‘Crackman’ Crachiola and Aaron ‘Lionmane’ Latimer, as well as Cincinnati Bengals booster Anthony ‘Tony Da Tiger’ Brooks all going crazy for their teams.
“We wanted to position the app as one that can help you become a better fan,” explained KesselsKramer Art Director Tom Healey. “If you get all the insider info straight from the locker room—and USA Today journalists are embedded locally—you can ‘perform’ better as a fan. You can then hold your own in a bar or water cooler conversation. In other words, we can help you ‘Fan Harder.’ The idea behind the frenetic visual style was to reflects the game, the excitement in the crowd, and the personalities of the fans.”
“Gannett is betting big on sports. We are well positioned to reach our sports audience of over 53 million sports fans and capitalize on our large network of over 500 dedicated sports journalists, offering access and local perspective that is unrivaled,” said Michael Reed, Gannett Chairman and Chief Executive Officer. “Our strategic agreement with Tipico, our incredible sports journalism and our USA TODAY Network footprint will ensure Sports+ engages our existing subscriber base, attracts new audiences as we provide exclusive content, experiences and product offerings so fans can literally fan harder.”
The campaign was created for USA Today Sports+ Vice President Brand & Network Marketing Sarab Al-Jijakli, ECD Spencer Mandell, Director Brand & Network Marketing Elizabeth Carboni, Brand Marketing Manager Devangshi Roy and Photographer Joseph Cultice by a team at agency KesselsKramer London & Amsterdam.
Comment:
High-concept innovative creative this isn’t, but authentic and smartly targeted it is.
We even understand that the cast brought their own costumes.
For alternative recent takes on super fandom, explore our analysis of Adidas and Arsenal third kit launch super supporter mockumentary ‘Len’ and ESPN’s evocative ‘All For Hockey’ campaign welcoming back the NHL.
This regionally targeted campaign for USA Today Sports+, which is available across desktop, mobile web and a mobile app, is part of USA Today’s wider strategy based around enhancing and customising its content for subscribers and expanding subscription offerings with significant investments in sports to adapt with evolving media consumption.
It also dovetails with Gannett’s exclusive strategic sports betting agreement with Tipico US: the US-based sportsbook of Germany’s leading betting company Tipico Group Ltd.
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