Category: Best Use of Sponsorship
Product/Service: MOBILE PHONE
Agency: CRISPIN PORTER + BOGUSKY
Date of First Appearance: Oct 6 2009 12:00AM
Entrant Company: UM, New York, USA
Senior Vice President/Group Communications Director: Brian Monahan
Vice President/Group Communications Director: Ashley Cole
Group Communications Director: Matt Nessier
Associate Communications Director: Jenny Bane
Senior Director Multimedia Sales: Sara Gotfredson (ESPN)
Account Executive TV & Digital Sales: Adam Quinn (ESPN)
Account Director: Joseph Salvati (Crispin Porter + Bogusky)
Vice President Supervisor National Broadcast: Anthony Laurenzo
Marketing Director Global Brand & Integrated Windows Phone: Karen Cartales (Microsoft)
Global Media Director: Meredith Brace (Microsoft)
Media placement: Summary Website - Http://espncms.com/section140/recap.html - 06/10/2009
Results and Effectiveness
Numbers grew with each game, peeking during the final match-up. In three months, over a staggering 1.5 million comments in Section 140.
Fans wanted to be immersed in the action! Over 10,000 fans joined the conversation with more than 50% from on-air mentions by ESPN announcers.
Exposure to S140 generated positive lifts in awareness and those with repeat exposure leaped to an astonishing level of consideration and purchase intent.
60% of visitors made the Windows phone brand linkage.
The word was out and Windows phone drafted more fans to propel this brand straight to the starting line-up!
We joined forces with ESPN to capture wildly passionate college football fans. By using technology and premium content, we delivered an experience that unleashed the power of the game. Fans felt the rush of the 50-yard line and shared the action with a stadium brimming with Buckeye fans or ESPN’s own Stuart Scott!
ESPN announcers drove fans to Section 140 with a call to “text 140 to 4ESPN.” Next, links to Section 140 displayed on mobile devices and the ESPN website. These messages generated a viral surge from all parties.
Reporters even joined in:
Reporters: “Refs miss a hold on OSU right there!”
Fans: “How many more points will Bama put up before the Texas fans start filing out of the stadium?”
ESPN announcers: “There will be a lot of spirited discussion right now about today’s game in Section 140 powered by Windows phone.”
Now that’s all-star brand recognition.
Insights, Strategy & the Idea
The name “Windows” just didn’t come to mind when consumers bought cellphones. With competitors continually on the offense, spending a combined two to three billion per year on advertising their brands, Windows phone was David facing a few Goliaths.
The problem was that Windows Mobile was confined to an operating system that was basically middleware. As an ingredient brand, Windows was getting lost in the shuffle amongst their fierce competitors and became truly invisible in an area where others already dominated. Our brand recall was nonexistent for our target consumers.
Our challenge was to rebrand Microsoft’s own operating system under the name Windows phone and launch the new Microsoft phone brand. Additionally, Microsoft wanted their name spread like wildfire for next to nothing, 1.5% of the annual category spend.
The Promo / PR Ad titled WINDOWS MOBILE was done by Crispin Porter + Bogusky advertising agency for product: Mobile Phones (brand: Microsoft) in United States. It was released in the Oct 2009.