ESPN Case study ONE GAME CHANGES EVERYTHING by Wieden + Kennedy New York

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Industry Sports Teams & Events
Media Case study
Market United States
Agency Wieden + Kennedy New York
Director Lance Acord
Executive Creative Director Todd Waterbury
Creative Director Kevin Proudfoot, Stuart Jennings
Art Director Mathieu Zarbatany, Eric Stevens
Copywriter Nick Sonderup
Typographer Patrick Cahalan
Illustrator Am I Collective
Editor Marc Langley Assistant, Russell Icke - The Whitehouse
Released June 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: ESPN
Product/Service: 2010 FIFA WORLD CUP
Date of First Appearance: Mar 15 2010
Entry URL:
Executive Creative Director: Kevin Proudfoot/Todd Waterbury (Wieden+Kennedy New York)
Creative Director: Stuart Jennings/Kevin Proudfoot (Wieden+Kennedy New York)
Interactive Creative Director: Jerome Austria (Wieden+Kennedy New York)
Copywriter: Nick Sonderup (Wieden+Kennedy New York)
Art Director: Mathieu Zarbatany/Eric Stevens (Wieden+Kennedy New York)
Agency Head of Content Production: Gary Krieg (Wieden+Kennedy New York)
Broadcast Producer: Nick Setounski (Wieden+Kennedy New York)
Interactive Producer: Kristen Aron (Wieden+Kennedy New York)
Director of Interactive Production: Karen Monahan (Wieden+Kennedy New York)
Interactive Designer: Tomiwa Alabi (Wieden+Kennedy New York)
Print Producer: Paul Rattoballi (Wieden+Kennedy New York)
Typographer: Patrick Cahalan (Wieden+Kennedy New York)
Media Planning: Kevin Porter/Fletch Adamo/Billy Hearst/Adam Popkin/Megan Larkin (Wieden+Kennedy New York)
Music and Sound Design: U2 and Soweto Choir, and Shout It Out Loud Music
Director: Lance Acord (Park Pictures)
Editor: Russell Icke/Marc Langley (The White House, New York)
Illustrator: AM I Collective
Media Planning Company: (MacDonald Media and Starcom)
Interactive Development Partner: (My My Star)
Event Marketing/Promotions Agency: (Civic Entertainment Group)
Media placement: TV Campaign - 5 Spots - ESPN - April 6, 2010
Media placement: Print Campaign - ESPN The Magazine, World Cup Newsstand Special Issue - April 6, 2010
Media placement: Art Show (33 Giclee Prints) - Drive In Studios, New York City - May 12, 2010
Media placement: Art Book - Drive In Studios, New York City - May 12, 2010
Media placement: Advent Calendar Insert - ESPN the Magazine World Cup Preview Issue - June 4, 2010
Media placement: Out Of Home - Port Authority, New York City - May 25, 2010
Media placement: Out Of Home (Painted Murals) - National Campaign - May 11, 2010
Media placement: Digital - Masthead And Push Downs Hi-Impact Banners - June 10, 2010
Media placement: Event (ESPN Match Trucks) - Food Trucks In New York And Los Angeles - June 11, 2010

Describe the campaign/entry
Every four years, for one month the world sets aside all that divides us and meets on the pitch, united around one thing we can agree on: The FIFA World Cup.
2010 marked the 18th World Cup, and the first time the tournament was be held in Africa.

Describe how the campaign/entry was launched across each channel in the order of implementation
We launched our first TV spot, which announced that renowned soccer commentator Martin Tyler was set to join ESPN’s 2010 coverage team.
Martin Tyler is the world’s preeminent voice of soccer, and this announcement sent a message to soccer fans that ESPN was going to get it right in 2010.

With excitement starting to build, we rolled out the rest of the campaign with image TV, OOH murals, a digital effort and street teams, placing the media where both core and casual fans would be exposed to our message – since we knew one would help the other.

For our OOH murals, we designed 33 pieces of original artwork: one for each participating country and one overarching World Cup piece. Each poster told a different story, celebrating each nation’s unique journey to the World Cup. Our overarching 33rd piece then featured each country converging upon South Africa.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign was a success, with HH ratings growing 32% vs. 2006.

Furthermore, the 2010 World Cup ranks as the ESPN networks’ most-watched World Cup ever. ESPN TV networks delivered over 3.2 million average viewers per live game, an increase of 41% over the 2006 World Cup.

Team USA games were also up as a result, averaging over 6.8 million viewers in 2010 – doubling Team USA’s average of 3.4 million in 2006.

Additionally, games not featuring Team USA averaged over 2.75 million viewers in 2010, up 25% from the 2.21 million viewers who watched non-USA games in 2006, with 42.1% of Americans now considering themselves fans of international soccer – a record high.

ESPN Digital Media saw nearly 4.9 billion total minutes of usage during the 2010 FIFA World Cup.