Fanatics tonight will debut its "first-ever national advertising campaign" with three 30-second spots during the ESPYs. The ads will leverage user-generated content and carry the tagline, "Love never loses." Fanatics CMO Chris Orton said that this is a "multi-million dollar campaign." Fanatics worked with Fallon and media buying agency Horizon Media on the effort (WSJ.com, 7/13). A Facebook media buy will kick in coinciding with the first spot and launch a contest encouraging fans to submit videos with the #LoveNeverLoses hashtag. The winner will have their video turned into a national ad (Fanatics).
ABC will air the ESPYs at 8:00pm ET, with WWE personality John Cena hosting. Highlights will include Vice President Joe Biden presenting the Jimmy V Perseverance Award to TNT's Craig Sager, as well as entertainer Justin Timberlake presenting the Icon Award to a trio of retiring athletes: Kobe Bryant, Peyton Manningand Abby Wambach. Other notable presenters include Warriors G Stephen Curry, former WNBAer Lisa Leslie, skierLindsey Vonn, Bulls G Dwyane Wade and Texans DE J.J. Watt (THE DAILY).
