In this session...
Shortly after turning 40 years old ESPN understood that fandom had evolved a lot since 1979 in terms of media, culture and fan identity. Connecting with fans on a more emotional level was key. Learn how the airing of "The Last Dance," in conjunction with the campaign, "There's No Place Like Sports, "enabled ESPN to grow their audience and deepen customer experience through storytelling and trust.
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Shortly after turning 40 years old ESPN understood that fandom had evolved a lot since 1979 in terms of media, culture and fan identity. Part of the strategy to connect with fans on a more emotional level including airing “The Last Dance” in conjunction with the NBA finals in June. Yet, on March 11, due to the pandemic, live sporting events were suspended. While some outfits might have despaired, ESPN recognized an opportunity: speed up production and air “The Last Dance” a full two months earlier than the original launch date. Learn how this decision, together with the campaign “There’s No Place Like Sports,” enabled ESPN to grow their audience and deepen customer experience through storytelling and trust.
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What You'll Learn from This Session...
- How ESPN, a 40 year old brand, evolved its "fandom."
- Learn how ESPN connect with fans at the onset of the pandemic when live sports were suspended.
- Understand the strategy behind airing "The Last Dance" two months sooner than the originally planned.
