Portfolio – ESPN America
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
Contact
Get in touch!
Reach Expats
Wilhelminastraat 15
2011 VH Haarlem, The Netherlands
Phone: +31 23 512 8940
Email: advertise@reachexpats.com