The end of August saw Fox Sports roll out an integrated, four spot campaign promoting WWE Smackdown’s move from rival USA to Fox Sports.
At it heart, this campaign is a tribute to the fact that WWE’s biggest stars have used their moves and mannerisms to transcend the wrestling world and moved into the wider world of entertainment and culture with their moves, mannerisms and quirks.
The campaign spans traditional and digital channels and revolves around a set of four spots.
The launch commercial, ‘We’re All Superstars’, features a line up of everyday and celebrity WWE fans embracing their inner WWE superstar.
A waiter throws down a tray of drinks to coax ‘Stone Cold’ Steve Austin into a fight, a shopper takes out a dummy mannequin with a signature drop move, while a builders perfects The Rock’s famous eyebrow lift.
The spot includes celebrity cameos from WWE stars Austin, John Cena, Kofi Kingston, Becky Lynch, Ric Flair, Charlotte Flair, The Undertaker and The Rock, plus entertainment royalty such as musician Snoop Dogg, chef Gordon Ramsay and several athletes from the sports world.
The hero ‘WWE Anthem | Friday Night Smackdown on FOX’ spot is running on Fox Sports broadcasts,
and it is also amplified via its social platforms
Do you smell what FOX is cooking?! WWE Friday Night SmackDown is officially Coming to FOX Oct. 4!
#WereAllSuperstars #SmackDownonFOX pic.twitter.com/6uPcCGb1AQ— FOX Sports (@FOXSports) August 30, 2019
and supported by the personal social channels of some of the star wrestlers themselves.
Oh Hell Yeah!!! Can’t wait for Smackdown on FOX. #FridayNightSmackDown pic.twitter.com/lFx3tvTLGf
— Steve Austin (@steveaustinBSR) August 30, 2019
The hero video will be supported by three further fan-focused videos rolling out in the next few weeks.
The campaign was created for fox sports by a team from agency W+K New York which included Executive Creative Director karl lieberman, Creative Directors gary van dzura And Christine Gignac, Copywriter Patrick Deyoung, Art Director Meredith Marino, Head Of Integrated Production Nick Setounski, Senior Producer Dom Tunon, Producer Alexey Novikov, Account Director Alex Scaros, Account Supervisor Liz Lindberg, Project Manager Carly Lissak, Director Of Business Affairs Patrick O’donoghue, Business Affairs Lindsey Timko and Traffic Sonia Bisono.
The production company was O Positive, with Director Brian Billow, Executive Producers Ralph Laucella And Marc Grill, Head Of Production Devon Clark, Producer Brady Vant Hull With Input From Green Point Pictures, Final Cut, Significant Others, Color Collective and Machine.
Comment:
With more than one million views on its own YouTube channels in its first 24 hours, the early engagement statistics signs are positive for this campaign.
Links:
Fox Sports
https://www.youtube.com/user/FoxSports
https://www.facebook.com/foxsports/
https://www.instagram.com/foxsports/
https://twitter.com/foxsports/
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