ESPN Promo, Case study THE SOCIAL MEDIA NEWS AGENCY CONCEPT by Agencia Ideal

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THE SOCIAL MEDIA NEWS AGENCY CONCEPT

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Brazil
Agency Agencia Ideal
Director Eduardo Ferraz Caroline Gomes
Designer Cleiton Barcellos, Alexandre Soma
Released March 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: ESPN BRASIL
Product/Service: SPORTS CHANNEL
Agency: AGENCIA IDEAL
Account Manager: Marcio Razuk (Agência Ideal)
Social Media Specialist: Pedro Taddei (Agência Ideal)
Account Executive: Obede Jr (Agência Ideal)
Team Manager: Mario Augusto Francischini (Agência Ideal)
Manager of Social Media: Cynthia Polzer (Agência Ideal)
Partner/Founder: Eduardo Vieira (Agência Ideal)
Director of Creation: Maurício Fogaça (Agência Ideal)
Designer: Cleiton Barcellos (Agência Ideal)
Designer: Alexandre Soma (Agência Ideal)
Director of Planning: Ana Carolina Fullen (Agência Ideal)
Director: Eduardo Ferraz (Samambaia Filmes)
Research: Diogo Martins (Samambaia Filmes)
Research: Thiago Belotto (Samambaia Filmes)
Motion Designer: Guilherme Cheriato (Samambaia Filmes)
Narrator: Phil Miler
Media placement: Social Media Campaign - Facebook and Twitter - March, 2011

Summary of the Campaign
ESPN needed to overcome the image of being an outsider sports network in Brazil, covering sports divorced from local reality. Being an outlet made the challenge even harder, as other media would be unlikely to give ESPN Brasil the space to talk about its plans. So the network decided to create a PR effort to engage viewers directly.

They dodged competitors and created a unique approach: a platform based on premium and engaging content and fan interaction. By taking advantage of the Brazilians’ passion for social networking and combining it with the knowledge and authority of its professionals, ESPN became a truly Brazilian social-media source of sports information – any sports, anytime, anywhere.

Specific strategies were developed for the Twitter profile and fan-page on Facebook. The social-media coverage demanded new formats – hashtags full of impact, twitcams, irreverent images and speedy posting. ESPN also decided to call a truce in the interests of sports fans: no matter which channel had the broadcasting license, ESPN posts and covers the event on its social profiles.

ESPN had succeeded in becoming a relevant source of sports information by using social media as a part of its multiplatform strategy. In 2011, the fan-page grew by over 8,700% and Twitter by 296%, driving over 275% more traffic to ESPN Brazil website and an increase of over 27% in audience in the TV network

The Situation
The world’s biggest sports TV channel, ESPN, needed a new approach in Brazil. Without a license to broadcast the major Brazilian soccer championships, it was known as an exclusively American-sports channel, with less appeal for the audience. Also, being an outlet made the challenge even harder, as other media would be unlikely to give ESPN Brasil the space to talk about its plans.

The Goal
ESPN wanted to overcome the competition and be recognized as the best place for all sports fans to get information.

The PR challenge was to engage viewers and beat the stigma of being an outsider TV channel, covering sports divorced from Brazilian reality and making sure users and viewers understood that, for ESPN, information on sports is what matters.

The Strategy
ESPNs most relevant asset is its knowledge of sports. The strategy was to dribble around competitors and leverage that knowledge in an environment that also combined the authority of its professionals and the Brazilians’ passion for social-networking, transforming ESPN into a truly Brazilian social-media source of sports information – any sports, anytime, anywhere.

This innovative approach created a new manner in which to cover sports online, transforming its profiles on Twitter and Facebook, in social media news agencies that focus on sports (not the network itself), or just programming-schedules.

Execution
As social-media coverage demanded new formats, ESPN developed specific strategies for each new communication channel, including striking hashtags, twitcams, irreverent images and speedy posting. Also, all relevant events received a tailor-made coverage strategy.

Major international soccer matches, for instance, became as important as those
of Brazilian teams – the hashtag created for the Real Madrid vs Barcelona match was a world-reaching topic. During the 1 hour and 30 minutes, the ESPN Brasil website registered over 160,000 unique visitors.

To promote the Superbowl, ESPN engaged fans through several weeks.
On the day of the event, they promoted the first live twitcam and social coverage by a Brazilian TV channel. The ESPN Brasil website had over 450,000 hits during the match, and #nflnaespn and Paulo Antunes (journalist) were local trending topics.

Documented Results
ESPN had succeeded in becoming a relevant source of sports information by using social media as a part of its multiplatform strategy. In 2011, the fan-page grew by over 8,700% and Twitter by 296%, driving over 275% more traffic to the ESPN Brazil website and an increase of over 27% in audience in the TV network.