ESPN SPORTSCENTER
'DaDaDa' - Rich Media Banner Campaign with CMS for producing templatized XML banners
Project scope
Digital Strategy
Creative Design
Rich Media Banners
Banner Content Management System
Social media integration
The Campaign
This ESPN SportsCenter campaign features athletes singing the famous "Da-Da-Da, Da-Da-Da" sound that plays at the beginning of the show, reinforcing the show's association with great sporting moments.
The campaign included digital creative that will update over time to include timely "DaDaDa" moments. ESPN was looking to boost the profile of SportsCenter, whose ratings have slipped slightly of late as other networks have developed similar formats.
Working closely with the Executive Producer and a team of internal creative and external vendors to design and build the digital elements for the ESPN’s SportCenter “Da-Da-Da, Da-Da-Da” campaign. The elements required were managing the build and deployment of the high impact digital banners, pre-roll videos of the TVC and the design and build of a customizable Admin Tool for producing XML banners and DOOH creative to a predetermined template format.
We managed the design & creation of dynamically updated news ad units that enabled ESPN to quickly create and deploy Live Sports News. Assets were designed to work seamlessly on indoor/outdoor digital billboards, display banners, tablets, and mobile devices.
The Challenges
ESPN wanted to reignite interest in the Sports Center brand. They knew sports fan still tuned into the show religiously but wanted to try and put the famous "da-da-da" opening sound bites of its credits into the communities popular vernacular. The client noticed that there was opportunity to suggest to their viewers that at the point of time when an amazing sporting moment happen they could potentially trademark the excitement around the moment by suggesting it be a "da-da-da" moment and that it will be seen on Sports Scene tonight".
The solution
We designed, built and deployed a series of high impact digital banners, pre-roll videos of the TVC and a customizable Admin Tool for producing XML banners and DOOH creative to a predetermined template format.
We worked closely with production agency Media Monks, Amsterdam.
The impact
“Within days of our launch, we had an absolutely amazing response from the general public who loved the real time aspect of seeing their sporting teams results and memorable sporting achivements visible in public spaces around the City". - John Smith, Marketing Team, ESPN