PROBLEM: Thanks to the infamous ESPN Fantasy Football site crash of ’07, tens of thousands of fantasy players fled to competing league hosting sites like CBS, Yahoo and others. So the assignment fell on us to win back their audience.
SOLUTION: Fantasy football players are just your average guys and gals on the outside. But inside, they are fiercely competitive smack talkers. So we re-launched ESPN’s fantasy site with the print, TV and customizable “smack talking” digital/social e-cards. The fans came back and brought more people with them, making ESPN the #1 fantasy site online. It was a Kelly Award Winner (Integrated Campaign), One Show, CA and Hatch Gold, Webbys, NY Festivals, ADDYs, Best of all, IT WORKED and helped ESPN reach its goal of 1.6 million new subscribers. Role: ACD/CW. Agency: Arnold. CW: Alex Russell. AD: Mary Rich.
