Creating ESPN’s 2006 Monday night football promo campaign - is it Monday yet?

Cable TV channel ESPN, premiered Monday Night Football (MNF) in 2006, having taken it over from ABC, who had run it for the last 36 years.

Creating ESPN's 2006 Monday night football promo campaign – is it Monday yet?

“Is It Monday Yet?”

ESPN's Promo Campaign for Monday Night Football 2006

INTRODUCTION

Monday Night Football ended its 36-year run on ABC in December 2005. The year preceding its premiere on ESPN in September 2006 was a period of intense cross-departmental preparation. The goals for ESPN's Research and Marketing departments were to identify the audience segments of MNF, select a target audience for promotion, and craft an effective message that would assure the successful transition of this respected franchise from ABC to ESPN.

ESPN had been very...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands