SBD/August 19, 2011/Marketing and Sponsorship

ESPN Launching Real-Time Digital Content Into Outdoor Campaign In U.K.

ESPN Friday launched a digital outdoor campaign in the U.K. “that will integrate real-time discussion from its football presenters into the creative,” according to Maisie McCabe of CAMPAIGNLIVE.co.uk. ESPN claims that the outdoor campaign “will be the first UK campaign to integrate live, real-time content and debate, by featuring comments from ESPN football presenters Ray Stubbs and Kevin Keegan while they are on-air.” The outdoor ads will feature topics “discussed on air and passers-by will be encouraged to respond on Twitter, using the hashtag #espnuk.” The campaign will “use a range of digital outdoor sites across the UK, including JCDecaux’s digital six-sheets and Transvision screens in rail stations, and CBS Outdoor’s screens on the London Underground.” The outdoor activity is “part of ESPN’s wider new season campaign, 'Miss Nothing,' which incorporates new TV and mobile ads, made by Wieden + Kennedy, and aims to highlight the range and value of ESPN’s sporting content across multiple devices” (CAMPAIGNLIVE.co.uk, 8/17).
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