SportsNet New York is reprising its “House of Fans” campaign from last year that includes a round of four new ads from the faux super fan housemates. The effort starts this week and will run during Mets telecasts, across SNY and on other cable networks carried by Time Warner Cable.
The campaign from Spork, New York, features a house filled with fans representing all the New York-area teams. The latest iteration of the campaign, designed to push viewership of the RSN’s nightly “SportsNite” wrap-up show, is decidedly edgier than previous efforts.
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The “House of Fans” campaign imagines fans of the local teams living under one roof.
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“Roomies” has the group interviewing for a new housemate, including a woman, Angie, who apparently can outbelch any of them. “Chores” shows the group executing some household routines, including trashing a Yankees standee that may or may not be Derek Jeter. In “Goat,” housemates debate the name they should give their new pet: “Vincent Van Goat? The Bambino? Clyde? Eli?”
“Stripper” shows a birthday celebrated with a septuagenarian stripper, initially received with delight by the birthday boy until the dancer pops out of the cake.
Online and out-of-home extensions are also planned.
“The idea is to break through with humor and do something no other RSN would do,” said Marie DeParis, SNY’s senior vice president, marketing and business development.
“‘SportsNite’ most typifies our message of ‘the home of New York sports’ in one place, so we look at this as a brand campaign and a tune-in play,” said SNY President Steve Raab. “We don’t want to cross the line, but we want to get close, as long as it tells our story.”
