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SAUSALITO + NYC

RELAUNCHING ESPN APP FOR THE DIGITAL NATIVE

ESPN

One App. One Tap.

Capabilities

Creative

Design

Production

Strategy

PROBLEM

GenZ sports fans weren’t using ESPN digital properties, like the App, because ESPN’s brand was seen as too old, and traditional.

OUTSIDE-INSIGHT

For GenZ, sport is more MTV and TMZ, and less SI (Sports Illustrated).

SOLUTION

Inspired by the music culture that surrounds sport, a music video stylistic approach allowed us to transform ESPN’s deep content and expertise, as well as the app’s functionality, into hype worthy content - working with up and coming artists to write, track, produce, and drop custom app based songs and videos, every year for 5 years.

MEDIUM

TikTok’s blueprint for music drops became our guide, utilizing influence, and social engagement to amplify our content beyond ESPN’s owned channels.

OUTSIZED IMPACT

With downloads up 110% and social sentiment through the roof, we reversed the decline of the #1 Sports App and engaged a younger sports fan.

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