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ESPN
ESPN Fantasy Football. It's Good To Be Commissioner.

RAN IN: United States

CLIENT
ESPN

Aaron Taylor - SVP, Mktg.
Seth Ader - Sr. Director, Sports Mktg.
Alex Green - Assoc. Director, Sports Mktg.
Mary Sheehan - Sr. Director, Media & Strategy

AGENCY
Wieden+Kennedy *Lead Agency

Marshall Ball - Head, Digital Strategy
Brandon Kaplan - Head, Digital Production
Brian d'Entremont - Mgmt. Supervisor
Brandon Pracht - Acct. Director
Gary Van Dzura - Interactive Creative Director


Starcom MediaVest Group *Lead Agency

Gerard McKee - Assoc. Director


MacDonald Media


RED Interactive


SUMMARY

ESPN Fantasy Football needed to differentiate their product offering, and saw an opportunity with Commissioners. This target is responsible for signing-up their entire league, but no one was speaking directly to them. Research also indicated that one Commissioner sign-up resulted in, on average, eight additional sign-ups. We seized this opportunity by developing the ESPN Fantasy Football Toolkit, an online experience that gave Commissioners tools to make their job fun and easy. It defined ESPN as the home for Fantasy Commissioners. Our strategy resulted in 19.8% YOY growth, far surpassing our objective, and more importantly, ESPN passed Yahoo! as the #1 Fantasy Football provider.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV,Consumer Involvement,Direct

Audience: Brand Influencers,Men,New Audience,Teens (13-20),Young Men (20-35)

Objectives: Market share - increase

Type: Business-to-Consumer

Classification: National

Language: English