ESPN Promo, Case study INTERACTIVE STOREFRONTS 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
Art Director Stuart Jennings
Copywriter Eric Steele
Released September 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: ESPN
Date of First Appearance: Sep 8 2009 12:00AM
Entrant Company: WIEDEN+KENNEDY, New York, USA
Executive Creative Directors: Kevin Proudfoot/Todd Waterbury (Wieden+Kennedy NY)
Interactive Creative Director: Jerome Austria (Wieden+Kennedy NY)
Creative Directors: Derek Barnes/John Parker/Stuart Jennings (Wieden+Kennedy NY)
Art Director: Stuart Jennings (Wieden+Kennedy NY)
Interactive Art Director: Alon Zouaretz (Wieden+Kennedy NY)
Copywriter: Eric Steele (Wieden+Kennedy NY)
Media Planners: Fletcher Adamo/Alissa Jenkins/Megan Larkin (Wieden+Kennedy NY)
Head Of Content Production: Gary Krieg (Wieden+Kennedy NY)
Senior Interactive Producer: Liz Whittaker (Wieden+Kennedy NY)
Senior Account Manager: Rich Weinstein (Wieden+Kennedy NY)
Account Managers: Casey Bernard/Brian d'Entremont (Wieden+Kennedy NY)
Strategic Planners: Neal Arthur/Seth Gaffney (Wieden+Kennedy NY)
Outdoor Media Company: (MacDonald Media)
Interactive Production Company: (Brand New School)
Audio Post-Production Company: (Audio Engine)
Interactive Development Partner: (Monster Media)
Media placement: Interactive Out Of Home - Boston, Chicago, New York City - 08/11/2009

Results and Effectiveness
The game had lunchtime spikes as high as 40 games/ hour. The development team’s high scores during testing were outdone within the first hour of going live. By the end of the game’s run, the top scores on the leaderboard had more than doubled. These storescapes, in combination with the rest of our campaign, helped MNF record its highest-rated season to date. ESPN, again, was the #1 network in primetime (broadcast or cable) every Monday night this season among men 18-34 and 18-49 years. And our October 5, 2009 game became the most-watched cable show of all time, with 21.8 million total viewers.

Creative Execution
Storefronts in New York, Chicago and Boston were branded with turf signage and outfitted with interactive touch-screens utilising gesture-recognition technology, so passers-by could stand in front of the window and try to catch footballs “thrown” at them by a virtual quarterback. To encourage gameplay, yardage markers on the window tracked people walking along the sidewalk with real-time call-outs hinting at their coordination and reflexes, and users could compete for the top slot on the leaderboard. Quarterbacks could be selected from Monday night matchups and would then appear in a 3D stadium where they began firing off increasingly difficult passes. Audio commentary by ESPN talent narrated the users’ performance until they missed a catch, which then “shattered” the window and ended the game.

Insights, Strategy & the Idea
Now in its fourth year, ESPN’s “Is It Monday Yet?” campaign reminds football fans that for 16 weeks a year Monday Night Football is waiting for them at the end of the worst day of the week, ready to make the workday grind disappear into a glorious gridiron spectacle. It’s the proverbial pigskin carrot dangling in front of us all, as we grin and bear the drudgery that the first day back from the weekend inevitably has in store. As the centrepiece of this year’s multi-platform effort for ESPN Monday Night Football, we developed an interactive storescape game that invited pedestrians to let off some Monday steam with a virtual game of catch.