ESPN CGD // Because Its Gameday
The Business Problem:
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 TV audience alone. Fan behavior had changed, and ESPN needed to rethink how marketing engages with fans.
The Creative Solution:
Meet fans where they are and match their fandom, which is always on, 24-7. Because It’s GameDay, a true social-first 360 content experience where fans could get CGD whenever they wanted, 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 THIS MONTH
35MM UNIQUE VIEWERS ON CGD SOCIAL SHOWS
INCREASED ON-SITE ATTENDANCE BY 16%
More of this fresh, new, mind-blowingly creative, but equally effective, work following soon.