ESPN’s new direct-to-consumer (DTC) streaming service, full with an enhanced ESPN app, debuts on Aug. 21. So to advertise the platform, the sports activities community has deliberate a totally built-in, expansive advertising marketing campaign that features model collaborations, immersive activations, digital experiences, and even John Cena.
As well as, Aug. 21 is turning into “Nationwide ESPN App Day,” per the Nationwide Day Archives, to acknowledge the launch. (Nobody inform Fox One, which can also be launching the identical day.)
A Model new app
Within the rollout, ESPN is collaborating with manufacturers together with Complicated, Lyft, Samsung, and extra, whereas working intently with Publicis on media planning.
The model collaborations go together with a brand new product design that appears to “serve sports activities followers, anytime, anyplace,” Jo Fox, svp, advertising, ESPN, mentioned in an announcement.
“Simply as our new all-in-one DTC providing and enhanced ESPN app immerses followers with the sports activities, fantasy video games, content material, and evaluation they love wherever they go, our marketing campaign immerses followers with the ESPN model they know and love however in a brand new, shocking, and interactive method,” Fox added. “From streets to shops to airports, trains, subways, and extra, that is ESPN such as you’ve by no means skilled it earlier than, and we will’t wait.”
John Cena, Stephen A. Smith lead the marketing campaign
It’s been a busy summer season for John Cena, who simply got here off an look at WWE SummerSlam and is gearing up for the premiere of HBO Max’s Peacemaker later this week. On prime of that, Cena can also be the face of ESPN’s marketing campaign, which options the wrestler-turned-actor as an lively coach educating followers about all of the options on the ESPN DTC platform, in addition to what followers must know concerning the Disney+, Hulu, and ESPN bundle.
Cena can also be accompanied by ESPN’s first mascot, App-E, in addition to Sew and Stewie Griffin as Disney+ and Hulu’s staff captains, with spots rolling out over the following few months.
ESPN additionally partnered with New York Metropolis’s MTA, particularly with the E practice as a play on the “E” in ESPN, which can be decked out and wrapped with ESPN branding starting Aug. 21. Riders ready on the Spring Road station platform can anticipate to listen to particular bulletins narrated by ESPN analyst Stephen A. Smith.
Followers get a Lyft and ‘Complicated’ pop-up
As well as, ESPN and Complicated are collaborating on a SoHo flagship retailer positioned at 620 Broadway. The multi-week pop-up store will embrace faculty soccer and US Open watch events on Aug. 30; a five-year anniversary Hellstar assortment debuting on Sept. 5, which is unique to ESPN and Complicated; shock appearances from ESPN expertise; an ESPN SportsCenter desk, which is right for fan interplay; and livestreamed programming. Guests who use the ESPN app will obtain VIP entry and an expedited line.
ESPN can also be collaborating with Lyft to function ESPN app-branded custom-wrapped Cadillac SUVs in high-traffic areas throughout sporting occasions and video games in New York and Los Angeles. Lyft riders will be capable to see ESPN branding built-in into the in-app map expertise starting Aug. 21.
In the meantime, key commuter places like Moynihan Prepare Corridor and Port Authority in New York Metropolis and Sundown Blvd and SoFi Stadium in Los Angeles will function out-of-home promoting.
Simply in time for the US Open
Past public transit, ESPN is serving up a themed sales space on the US Open grounds on the Billie Jean King Nationwide Tennis Middle in Queens, New York. The ESPN app’s slogan, “All of ESPN. All in One Place,” can be featured on an Instagrammable wall filled with sporting tools, highlighting the sports activities, exhibits, and occasions ESPN has to supply on its platforms. There may also be {custom} giveaways and a particular look from ESPN’s new App-E mascot.
In the meantime, ESPN subscribers will be capable to obtain upgraded tickets to marquee sporting occasions that seem on ESPN. Followers can be chosen on-site and rewarded with the upgraded tickets, together with experiences like meet-and-greets with Omar Raja, Katie Feeney, and different expertise.
Social and digital activations
ESPN subscribers can have the possibility to win a {custom}, limited-edition Lee Corso motion determine after partaking with ESPN social posts main into Corso’s closing present. The determine contains a School GameDay desk, customizable signal, and interchangeable mascot heads, in addition to a QR code that lets followers personalize their ESPN apps the best way that matches them greatest.
Expertise and influencers may also be featured throughout social channels to show followers how you can use the improved product, whether or not it’s the reside sport choices, studio exhibits and originals, or navigating the completely different app options.
Starting on launch day, shoppers will be capable to buy the bundle of ESPN, Disney+, and Hulu for a limited-time providing of $29.99 per 30 days for one yr with no annual contract.
