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


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...

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