ESPN Deportes en Vivo
BRAND NEEDED A NON-TRADITIONAL MEDIA PROGRAM THAT ENGAGES CONSUMER ON A 1v1 BASIS AND SUPPORTS MAIN BRAND OBJECTIVE: DRIVE NETWORK SUBCRIPTIONS.
BRIEF: BRAND NEEDED A NON-TRADITIONAL MEDIA PROGRAM THAT ENGAGES CONSUMER ON A 1v1 BASIS AND SUPPORTS MAIN BRAND OBJECTIVE: DRIVE NETWORK SUBCRIPTIONS.
RECOMMENDATION: DEVELOP A PROGRAM THAT TARGETS U.S. HISPANIC CONSUMERS, GENERATES A MEANINGFUL EXPERIENCE AND EDUCATES ON NETWORK’S KEY DIFFERENTIATORS.
SOLUTION: ¡ESPN DEPORTES EN VIVO! INFLATABLE STADIUM
AN EXPERIENTIAL MARKETING PROGRAM THAT TRAVELED TO HISPANIC GRASSROOT EVENTS IN TOP HISPANIC MARKETS, EDUCATING SPORTS FANS ON WHAT IT MEANS TO BE A PROFESSIONAL ATHLETE, VIA MULTIPLE ACTIVITES THAT REQUIRED PHYSICAL EXERTION.
KEY DELIVERABLES: LEAD-GENERATION, EDUCATE ON CORE SPORTS PROGRAMMING, LEAVE A LASTING IMPRESSION OF THE SPANISH-LANGUAGE NETWORK, DRIVE SUBSCRIPTIONS
RESULTS:
- INCREASED SUBSCRIPTIONS BY 37% IN YEAR 1
- SUPPORTED LOCAL CABLE/SATELLITE SERVICE-PROVIDER WITH DATABASE GENERATED AT EVENTS
- MARKETS: LOS ANGELES, DALLAS, HOUSTON, MIAMI, CHICAGO NEW YORK, NEWARK, HOUSTON, SAN DIEGO, SAN FRANCISCO
