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 reaching it’s older broadcast audience alone. 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 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%
Agency EP + Co
CCO John Cornette
CDs Ellen Page, Bee Reynolds
Creatives Will Isom, Tim Kang, Rory Jenson, Snake & Goose
Brand Strategy Cory Brinson
Camera Orlando Asson, Heather Grace
Producers Jarrell Williams, Jillian Cornette, Jeff Henry