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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.

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Presentation Transcript
this is

This is . . .

Ben Hassold

Bill Banash

Brandi Klimko

background
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
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
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
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
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
Questions?
  • Is there anything ESPN should do to improve these ads?
  • Is the success limited

to just ESPN?

  • Do you enjoy these ads?
    • Name a few of your favorites
sources
Sources
  • 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/commercials
  • http://www.adforum.com/preview/subscriber/print.asp?ID=15329&TDI=AGxKD1TR&orderby=&page=