Transcript This is Sportscenter.pptx

This is . . .
Ben Hassold
Bill Banash
Brandi Klimko
Background
• ESPN cable network launched September 7,
1979
• Originally airing once per day, SportsCenter is
now show up to twelve times per day
• “This is SportsCenter” Ad campaign began in
1994
AD CAMPAIGN
• Series of commercials run by ESPN to promote
their SportsCenter sports news show
• Three Commercial Types
– Guest Appearances by sports figures
• Steve Smith
– Parodies of current sports practices by applying
them to working at SportsCenter
• Peyton and Eli
– Use of Sports Mascots
• Ortiz & Posada
The minds behind the scenes
• Home town agency Wieden+Kennedy out of
Portland, OR have worked on over twenty
different commercials since 2000
• Currently Arnold Worldwide does the short
SportsCenter ads
• Most of the sports anchors write their own
lines; Most of the athletes get to add in some
of their own work as well
Recent Campaign Highlights
• August 2008 GEICO and ESPN join forces
– Cavemen to appear in ESPN’s TV, print, digital and
radio channels
– Primarily used to advertise fantasy sports
– May be used to advertise SC itself
• ESPN donates $1,000 to guest celebrity
appearance for commercial
• Have won numerous awards for advertising
such as CLIOS, WIN, Cannes Lions, AICP, etc.
Success of
Ad Campaign
• Gained notoriety among sports fans as “some
of the funniest ads on television.”
• Increased viewing of ESPN by non-sports fans
because of creative humor and parody
• Flipped the script on athletes by creating a
demand from them to appear on the ads and
by taking tabs on each other.
Questions?
• Do you enjoy these
ads?
• Is there anything ESPN
should do to improve
these ads?
• Is the success limited
to just ESPN?
– Name a few of your
favorites
Sources
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http://www.sportsbusinessdaily.com/article/123293
All videos found on YouTube
http://heatherw.com/mk/other/usaespn.htm
http://www.katu.com/news/business/3611551.html
http://sports.espn.go.com/espn/sportscenter/comm
ercials
• http://www.adforum.com/preview/subscriber/print.
asp?ID=15329&TDI=AGxKD1TR&orderby=&page=