Objective: To celebrate the fifth anniversary of ESPN Deportes, the Spanish-language TV network is working to engage more fans through its “ESPN Deportes Replay” campaign. From December 3 to 14, fans voted online for their favorite sports events from the past five years, with the winning events filling a block of programming from December 22 to January 7. It is designed to get people talking about sports more in general, as well.
Idea: ESPN Deportes and AOR Conexión PR launched a two-fold PR campaign to reach their target audience of 18- to 54-year-old Hispanic males. “The first phase was getting the announcement out, raising awareness, and driving traffic to ESPNDeportes.com,” said Santa Brito, communications manager for the network. “The second phase will be announcing that the fans have spoken and these are the moments in sports that the fans want to relive.”
Tools: The PR team worked to spotlight the campaign on Deportes, including its TV and radio outlets, and a mobile component, all of which reminded fans to vote. “Everything drives back to ESPN-Deportes.com,” Brito said. The campaign is focusing media outreach on Spanish-language newspapers, including La Opinión, Hoy, and El Nuevo Herald, in markets like Los Angeles, Chicago, New York, and Miami. “This could be the first of hopefully many campaigns that we strategically do to better serve the fan and further engage the fans into everything we do,” Brito added.
Measurement: ESPN Deportes will monitor the number of fans who vote, the ratings for the programming block, and gauge the amount of buzz and excitement it generates leading up to the winning entries.
Company: ESPN Deportes
PR Team: ESPN Deportes (internal) and Conexión PR
Launch: December 3