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

Let's get in touch

8 + 11 =

ReachExpats

Wilhelminastraat 15
2011 VH Haarlem, The Netherlands

Phone: +31 23 512 8940
Email: advertise@reachexpats.com