ESPN College Football

Experiential/Social/Influencer stunt + Customer experience strategy, brand messaging, social and digital campaign

To build awareness of the College Football Playoff, ESPN asked for an idea that would get people talking. To do that we put four fans, one from each team, up on a billboard for 13 days. The stunt was picked up by over 500 media outlets and was featured on Good Morning America, CNN, ABC News and in The New York Times, Washington Post, and Sports Illustrated, generating more than $15MM in earned media.

Last season we developed a comprehensive, customer experience strategy to help ESPN market college football in a way that reached and resonated with casual fans. We informed their overall messaging strategy for the Playoff going forward, consulted with agency partners on the execution of creative across all platforms, and executed their social and digital campaign. Casual fan viewership of last year’s College Football Playoff was up 22% from the year before. The National Championship was the 2nd most-viewed cable telecast ever. January 1st was the 2nd most-viewed day in ESPN history.