ESPN is launching the UK’s first ever fully integrated digital outdoor engagement campaign, using live, real-time discussion from ESPN’s football presenters – including the team’s analysis around ESPN’s live televised Barclays Premier League broadcasts – to engage football fans nationwide, on the move, for the first four weeks of the football season. The campaign complements ESPN’s wider new season campaign, Miss Nothing, which highlights the range and value of ESPN’s sporting content available to fans on multiple platforms and devices.
Mike McKibbin, Group Marketing Director, ESPN Europe, the Middle East and Africa, said: “Sports fans aren’t passive viewers. We want to connect with fans, on whatever screens they use, at any time. Through our brand building campaign, ‘The Gift’, we aim to demonstrate our understanding of fans, their passion and insight. Our new digital outdoor campaign aims to actively engage fans and continue our dialogue with them from TV screen, mobile device and online to wherever they are as the sporting weekend unfolds.”
As the new football season swings into action the campaign engages fans in real-time debate with ESPN’s football presenters, commentators and analysts Ray Stubbs, Kevin Keegan, Jon Champion and Rebecca Lowe.
Ahead of each weekend Stubbs, Keegan, Champion and Lowe will pose questions or raise subjects for debate around upcoming football matches and action, and, as the matches themselves unfold on Saturdays, the ESPN team will comment and raise questions for debate around the action. Each question or topic of discussion will be live on digital outdoor screens for up to 20 seconds before a fresh question for discussion and debate goes live.
Additionally, live scores from ESPNsoccernet.com, the sports media company’s football news and information site, will be included in the digital outdoor feeds, as well as information around ESPN’s live televised football matches. Furthering the integration aspect of the campaign, the real time debate on social media will be broadcast live through online display advertising and simultaneously across 300 digital outdoor sites.
The campaign will feature on a number of digital outdoor sites nationwide including, Liverpool, London, Glasgow and Manchester and using a range of formats such as Media Walls, Rail D6s and Transvision in national rail, roadside, Underground and retail environments.
Further cementing ESPN’s connection with sports fans, the campaign will promote ESPN Goals, the sports media company’s new, free, enhanced mobile app for the coming season. Football fans can catch all the goals from action from every Barclays Premier League match – within just minutes of it taking place – for free on ESPN Goals. ESPN Goals is available at no cost to football fans via Apple iTunes, Android Market, Nokia’s OVI Store, the Blackberry App World, and Windows Phone Marketplace.
For further information please contact
Janet Guest, PR Manager, JCDecaux
0207 298 8023/ 0776 970 1268
janet.guest [at] jcdecaux.co.uk