ESPN SportsCenter: Da Da Da
Campaign details
Agency: Wieden + KennedyMedia: Starcom, MacDonald MediaResearch: ESPN, Nielsen, Sterling Brands, Hart Research, MRI, Millward Brown, GfK
Business objective
Maintain market position of ESPN's flagship property SportsCenter in an evolving media landscape where sports fans are using a growing set of sources to obtain sports news and information.
Foundational research
The SportsCenter "Da-Da-Da" campaign is the culmination of a multidisciplinary research program over 2+ years. This research had three goals:
- Learn how to increase consumption of SportsCenter
- Identify the target audience
- Understand what SportsCenter means to the fans...