Company profile

• ESPN is an American cable television network focusing on sports
• Recently entered into Western European markets. UK operations launched in 2009
• ESPN’s Coverage: typical American professional and collegiate sports (NFL, MLB, NHL, NCAA), as well as European football, rugby and MMA events
• Started advertising with Expatica in August 2011
• Reason for a campaign targeting expats: reaching out to an audience familiar with the brand, longing for TV programmes from their home country and appreciating premium content

Aim of the Campaign

• Main goal: increasing awareness of the channel in Western Europe
• Target audience: American citizens in the Netherlands and France
• Promoting particular events like Superbowl or World Series, supported by a frequent change of creative
• On the back of the initial success, campaign expanded to Switzerland and Germany

Campaign Features

• Use of social media; everyone has an opinion about sports
• ESPN’s Facebook page utilised as the campaign landing page
• Inspiring discussions to create an emotional bond between ESPN and expats
• Staying in touch with the target audience even after the campaign end, through social media

Results

• ESPN’s marketers in Germany, UK and the Netherlands satisfied with the buzz generated by various sporting events
• The number of Facebook fans increased significantly (main campaign KPI)
• The client continues advertising with Expatica