ESPN CGD
Because It’s Gameday

The Business Challenge: College GameDay is more than a studio show, it’s an entertainment brand that represents the best qualities in sports. But ESPN was struggling to maintain CGD’s relevance by only reaching it’s aging broadcast audience. Fan behavior had changed, and ESPN needed to rethink how marketing engaged with fans.

The Creative Solution: Meet fans where they were and match their fandom, which is always on, 24-7. “Because It’s GameDay” is a true social-first, 360 content experience where fans could get CGD anytime, not just 3 hours on Saturday morning. The campaign started the week off with higher volume, quality content on social channels, paid social advertising to drive traffic to the social only show “Countdown to Gameday” and closed out the week with an on-site activation designed to engage fans on campus and increase on-site attendance of the live Saturday morning show.

The Results: MOST VIEWED SEASON IN 5 YEARS \ TV RATINGS P25-34 +9% \ 56M IMPRESSIONS ON TWITTER ALONE NOVEMBER 2019 \ 35MM UNIQUE VIEWERS ON CGD SOCIAL SHOWS \ INCREASED ON-SITE ATTENDANCE BY 16%