ESPN | 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 consumed CGD any day, any time, not just 3 hours on Saturday morning. The campaign started each week with higher volume, quality content on all social channels, paid advertising to drive traffic mid-week and closed out 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 alone on Twitter in 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
Brand Strategy Cory Brinson
Camera Orlando Asson, Heather Grace
Producers Jarrell Williams, Jillian Cornette, Jeff Henry