ESPN: The Disney bundle for sports fans

Streaming service provider Disney+ created The Kingdom of Fandom campaign to drive awareness, engagement and subscription intent for its Disney Bundle (ESPN+, Disney+ and Hulu) among sports fans on ESPN platforms in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

In the ongoing streaming wars, every new subscriber is worth fighting for. With that in mind, The Walt Disney Company wanted to convince sports fans who knew and loved ESPN to step up their streaming game by upgrading to the Disney Bundle (ESPN + , Disney+, Hulu). And fandom was the key. Because while hockey players, handmaids, and superheroes may be different, the emotions they make us feel are not. Creatively, the result was the development of a bundle brand platform for sports fans:...

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