There's a lot of crazy drama in fantasy baseball leagues: backstabbing, unholy alliances, shady trades, collusion, etc. To channel this truth and drive sign-ups, we turned to ESPN's partner ABC, shot on actual soap sets and paired top "One Life to Life" & "All My Children" stars with ESPN personalities and MLB stars like Chase Utley, Jorge Posada, Hanley Ramirez and Torii Hunter. Role: CD/CW. Agency: Arnold. CWs: Alex Russell, Bryan Karr. AD: Mike Costello.
SMACK VIDEOS
Part of playing fantasy sports is talking smack to your friends. So we created these videos to send to your friends that allowed you to criticize their moves with our Endless Drama soap actors.
And we created a mini-site that won a 2009 Silver in the New York Festivals for integrated campaigns, and was a Communication Arts Interactive Pick.