CLIENT
ESPN
Jeff Gonyo, VP Creative Expressions
Ben Shields, Director, Marketing
Mary Sheehan, Sr. Director, Media + Strategic Planning
AGENCY
Stuart Jennings, Creative Director
Brandon Henderson, Creative Director
Gary Van Dzura, Creative Director
Jason Gingold, Strategy Director
Temma Shoaf, Executive Producer
Casey Jennings, Acct. Director
Starcom MediaVest Group
Gerard McKee, Associate Media Director
MacDonald Media
RED Interactive
SUMMARY
In 2013, SportsCenter, ESPNs flagship broadcast, faced exploding competition24-hour sports channels, blogs catering to every fan niche, and instant stats and scores on your phone. To prove SportsCenter still deserved a central place in fans lives, we leveraged the powerful truth that SportsCenter wasnt just more sports, it was about the best of sports. Our campaign, Da-Da-Da, used the shows theme song to reinforce that when SportsCenter starts, youre about to witness something truly memorable. Our campaign brought the fans back, markedly increasing both loyalty and tune-in frequency.
