Writer/ACD
The challenge was to create an insight-based, sports-agnostic, multi-channel campaign that would run in any market and any promotional window. Our solution touched broadcast, interactive digital, and social before being recognized by Communication Arts.
We launched the campaign on TV and radio by asking sports fans to tell us...
What kind of fan are you?
We also added a live-action companion spot on owned channels and pre roll.
Interactive banners helped fans find where they land on the sports fan spectrum by sharing their sports routine.
We also offered condensed versions on social and digital on all channels.
We used Twitter to bring consumers deeper into the mind and routine of the modern sports fan.
By the end of the campaign, our messaging reached new touchpoints and existing channels.
