EE, BT Launch Joint Campaign Featuring Kevin Bacon, Rio Ferdinand

British telecom EE last week launched its first joint campaign with BT, "pushing the new BT Sport app to its mobile customers," according to Shona Ghosh of CAMPAIGN LIVE. The campaign sees long-running EE spokesperson Kevin Bacon "co-presenting a sports show with BT Sports star Rio Ferdinand." Pastiching "the style of sports broadcasts," the two announced the news that BT Sport will be available for free to EE subscribers for six months. The spot was created by EE’s agency, Saatchi and Saatchi, rather than BT’s agency, Abbott Mead Vickers BBDO. And "there is a distinctly EE fingerprint on the wider campaign." For EE Head of Brand Marketing Peter Jeavons, the campaign was a "perfect marriage" of objectives between the two companies. Jeavons: "We were looking to demonstrate generosity from us and give customers something they would value -- hopefully that thing would showcase the quality of the network. BT Sport on the app ticked the box beautifully" (CAMPAIGN LIVE, 8/2).