ESPN and Marvel Studios, sister companies within the Disney stable, teamed up to promote the broadcaster’s coverage of the 2020 NFL Draft by re-imagining some of this year’s college stars into characters from The Avengers.
Launched on 20 April, the creative sees upcoming Draft picks turned into super heroes in the sports media giant’s campaign which includes a set of commemorative artworks (which combine college players with iconic comic book covers) and a hype video running across ESPN’s online platforms – including ESPN’s College GameDay account
The campaign introduces the upcoming rookie class as Marvel characters from iconic comic book covers – ranging from Ant Man, Black Panther, Captain America, Spiderman, Thor and The Hulk – to drive Draft excitement and boost viewing of ESPN’s coverage of the event which runs from April 23-25.
The marketing team and Marvel artsists matched players to superheroes based on their personalities, skill sets, physical traits, leadership, bravery and other factors such as the uniform colours of their former college teams to create fun parallels.
Safety Kyle Dugger’s Lenoir-Rhyne uniform matches the iconic black Spider-Man costume which appeared on the cover of Secret Wars #8 (pictured below), while position swapping Clemson star Isaiah Simmons features in a Black Panther cover (the university is located to Anderson, South Carolina, where Black Panther actor Chadwick Boseman is from) and fellow prospective draftees Jalen Hurts, D’Andre Swift and Derrick Brown get similar treatment.
NFL draft x @Marvel presents: Jalen Hurts as Thorpic.twitter.com/rSOd5GaqC7
— ESPN College Football (@ESPNCFB) April 20, 2020
Comment:
This isn’t the first time that the NFL has cross promoted with Marvel.
Back in the 1990s Marvel Comics produced NFL Superpro – a 12-issue limited series comic about an aspiring football player with superpowers.
Once ESPN and Marvel both came under the Walt Disney Company umbrella in 2009 the two have paired up periodically. For example, variant-cover-styled artworks commemorated the 150th anniversary of the NCAA.
Of course, with Marvel superheroes sitting atop of contemporary entertainment culture, it is no surprise to see ESPN again leverage the relationship to promote its Draft campaign.
Especially as COVID-19 lockdown means at present it is almost impossible to create new, big production ads with fresh film work.
The 2020 NFL Draft will be the first ever 100% remote, virtual version of the event and it will see other innovative approaches to creative – such as EA Sports also playing a prominent role in ESPN’s NFL Draft coverage by creating a virtual moment of each prospect walking out on stage meeting the Commissioner.
This year’s event will also see each player drafted choose a high school to receive a $2,500 grant towards their football program.
With major league sports all locked down due to COVID-19, the 2020 NFL Draft isn’t just the USA’s biggest sports event in April, it is the only sport in April.
Unless you are passionate about marble or drone racing, eSport and simulations, or if you count ESPN’s ‘The Last Dance’.
Links:
ESPN
https://www.youtube.com/user/ESPN
https://www.instagram.com/espn
https://www.facebook.com/ESPN/
Marvel
https://www.youtube.com/marvel
https://www.pinterest.com/marvelofficial/
https://www.facebook.com/marvel
NFL
http://www.nflshop.com/source/bm-nflc…
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