ESPN Promo, Case study THE GROUP OF DEATH by Wieden + Kennedy New York

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency Wieden + Kennedy New York
Director Magalie Kim Nguyen
Creative Director Stuart Jennings
Art Director Ricardo Viramontes
Copywriter Andy Ferguson
Released December 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ESPN
Product/Service: WORLD CUP
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: WIEDEN+KENNEDY, New York, USA
Executive Creative Directors: Kevin Proudfoot/Todd Waterbury (Wieden+Kennedy NY)
Creative Director: Stuart Jennings (Wieden+Kennedy NY)
Art Director: Ricardo Viramontes (Wieden+Kennedy NY)
Copywriter: Andy Ferguson (Wieden+Kennedy NY)
Head Of Content Production: Gary Krieg (Wieden+Kennedy NY)
Broadcast Producer: Alison Hill (Wieden+Kennedy NY)
Account Team: Rich Weinstein/Casey Bernard/Brian d'Entremont/Ken Fineo/Yosef Johnson (Wieden+Kennedy NY)
Director: Kim Nguyen
Executive Producer: Adam Soutar (Post Millennium)
Sound Mixer: Adam Charity (38 Greene)
Media placement: Group Of Death Press Kits - Collateral - 23/11/2009
Media placement: Group Of Death Tracks - Collateral - 23/11/2009
Media placement: - Social Media - 23/11/2009
Media placement: - Social Media - 23/11/2009
Media placement: Group Of Death Concert - Live Event - 04/12/2009
Media placement: Group Of Death Rockumentary - Http:// - 04/12/2009

Results and Effectiveness
We not only put on a packed event at Nevada Smith’s, but also created content that ESPN reporters integrated into their broadcast on the day of the draw. Additionally, we sent GoD press kits to influential soccer journalists, and received coverage - in the form of interviews with the band, and coverage of the concert from soccer's elite, such as,,, and To date, the Group of Death has received over 15,000 page views on MySpace, Facebook and YouTube - not bad for a total production budget of less than $50,000 and no media spend.

Creative Execution
To commemorate the World Cup draw, the Group of Death launched content-rich Facebook, YouTube and MySpace pages, played a live concert on December 4, 2009 for NYC’s most passionate soccer fans at the legendary NY soccer pub Nevada Smith’s, and launched Group of Death – The Rockumentary, a tongue-in-cheek mockumentary which detailed the band’s journey. The overarching goal was not about tune-in, as the actual tournament is over six months away from the World Cup draw. Rather, we wanted to build ESPN’s credibility with core soccer fans and show them ESPN’s commitment to the World Cup.

Insights, Strategy & the Idea
The World Cup brings out a unique passion in soccer fans, who have waited four long years to see how their country will stack up against the rest of the world. And even though the tournament games don’t begin until June 2010, soccer fans all over the world marked December 4, 2009 on their calendars because it was the day of the World Cup draw. In an effort to capitalise on the excitement of this moment and start the conversation with World Cup fans - a full six months ahead of the actual games in South Africa – the world’s only soccer-inspired heavy metal band, the Group of Death (GoD)*, was born. * “The group of death” is the nickname for the toughest opening-round group of teams selected during the draw.