ESPN: Who's in?
ESPNWieden and Kennedy; NowWhat; Global Strategy Group; SSRS; Langer Associates; Point Logic
Summary
Over the past decade, College Football became second only to the NFL in popularity, despite being the only major American sport without a playoff to determine a true National Champion. Heading into the 2014-2015 season, College Football would finally get its playoff and ESPN acquired exclusive broadcast rights at an estimated $7B. In order to maximize the ROI of this rights acquisition, the business was tasked with creating a Super Bowl-caliber event through a year-long integrated marketing campaign.
Existing research identified two key...