ESPN+ Integrated Campaign Invites Fans To ‘Join The [Sports Streaming] Evolution’

ESPN launched a new US campaign on 1 September that chronicles the evolution of sports viewership from a fan perspective to launch its ESPN+ as the ultimate sports streaming platform.

The marketing push was created with Austin creative agency Preacher and blends a mix of archive and contemporary footage to illustrate how, in addition to its live sports rights, ESPN+ also includes exclusive features and original content to bring the ever-changing world of sports straight to the fans – in real-time.

The integrated campaign is spearheaded by a commercial which is set to a re-interpreted version of a Daft Punk 2001 classic ‘Harder, Better, Faster, Stronger’ track performed by De’Wayne and invites sports fans everywhere to ‘Join the Evolution’ and champions ESPN’s mission to serve sports fans anytime, anywhere,

The campaign’s hero 30-second spot is supported by additional 15-second variations and it runs nationally across paid and owned linear, digital and audio.

The creative positions ESPN+ as the ultimate evolved sports streaming platform: delivering more live sports, original content and premium editorial than any other streaming service. It specifically references an offering platform which includes the NHL, PGA Tour, La Liga, and shows such as Stephen A’s World, In The Crease and DETAIL, as well as Peyton’s Place, The Ultimate Fighter and the 30 For 30 Library.

“ESPN is a powerful way for sports fans to connect with the content they love. That connection has been a constant for decades, yet has evolved to meet the changing needs of our fans” explained ESPN VP Brand Marketing Seth Ader. “ESPN+ represents the latest evolution, establishing itself as the #1 sports streaming platform from day one. Using imagery that highlights the evolution of sports and fandom, this campaign shows how ESPN+ is meeting fans where they are going – in this case, the forefront of the sports streaming experience.”

ESPN+ VP Marketing Claisian Phillips added: “At the heart of ESPN+ is our direct relationship with sports fans. As they experience the evolution of sports in real-time, the way they engage with sports content is also changing. ESPN+ reflects that change and is leading the evolution in sports streaming.”

“It isn’t often you get to work on a brand with such a rich and storied history in their space. Being able to capture the innovative spirit of ESPN+ by drawing on the decades of sports ESPN has brought into our homes was an amazing opportunity and a fun sandbox to play in,” added Preacher Creative Director Greg Hunter. “Or rink to play on. Or course to play… through? You get the idea.”

The campaign was briefed in by an ESPN+ marketing team which included EVP Marketing, ESPN & Networks Laura Gentile, EVP Marketing & Content Curation, Disney+ & ESPN+ Joe Earley, EVP & GM, ESPN+ Russell Wolff, VP’s Marketing Seth Ader and Claisian Phillips, Marketers Mikaela Curtin, Peter Mulally and Corley Stone, VP Creative Jeremy Manton, Creative Deb McGuffey, Production managers Matt Cheron and Jon Little and G&L Lead Ryan Campbell.

It was conceived and created by a group at agency Preacher which was led by Chief Creative Officer Rob Baird, Chief Executive Officer Krystle Loyland, Chief Strategy Officer Seth Gaffney, ECD/Copywriter Greg Hunter, ECD/Art Director Kellyn Blount, ACD/Art Director Melissa Lin, ACD/Copywriter: Tyler Booker, Designer/Studio Artist Candice Balbuena, Group Brand Director Heath Tavrides, Junior Brand Manager Vaughan Poole, Strategy Director Doug Kleeman, Junior Strategist: Zachary Stubblefield, Executive Producer Stacey Higgins, Senior Producer Tyler Divine and Business Affairs Miiko Martin.

Edit was handled by Uppercut, music by ESPN’s Claude Mitchell and Kevin Wilson with De’wayne and Hopeless Records with mix from Heard City.

Comment:

This campaign follows hot on the heels of ESPN+’s August ‘Bundesliga promo fronted by David Hasselhoff’ and May’s ‘Time Will Tell’ NBA Playoffs marketing campaign.