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.
MORE WORK
ESPN
ESPN
ESPN
ESPN
Amazon Web Services