A new ESPN campaign aims to "prod viewers to choose watching" the network live rather than streaming movies or scanning social media, with an idea to "seed in viewers' minds the notion that ESPN content is fresh, live and perishable," according to Brian Steinberg of VARIETY. ESPN Senior VP/Brand & Marketing Solutions Sean Hanrahan said, "If you’re not with us, you may be missing the big moment, or the breaking news you need to know." Hanrahan said that the spots, by 72andSunny, L.A., will "run across ESPN’s TV, digital and mobile properties for a few weeks" and then come back for the summer. The commercials "don’t mention the social outlets by name, but it seems clear that ESPN is tilting at Netflix, Amazon, Instagram, Twitter and Facebook." Hanrahan said that ESPN has spent "considerable time this year reworking its flagship franchise 'SportsCenter' and that is a factor behind the launch of the campaign as well." Hanrahan said that in recognition of the "increasing attention consumers are devoting to mobile and streaming activities, ESPN will keep different messages in the effort rotating for the next 18 to 24 months" (VARIETY.com, 5/5). See the campaign's debut spot, titled "Queue."
