The College Football Playoff is one of ESPN’s biggest sporting events of the year. Diehard fans love it. Obsess over it. Casual fans…not so much. We wanted to appeal to those lighter viewers and give them a reason to get excited too.
College football fans are known to be crazy. So we just went with that.
We set about showing “lighter viewers” what fandom really looked like—just how far people would go for the love of their schools—turning the conversation from football to fandom.
And how do you get mainstream media to write about something as well-covered as football fandom?
You put four fans on a billboard—one representing each of the final four teams. You let them live there for almost two weeks. And you stream it live, on ESPN3.
The custom-built billboard stood 45 feet above the ground in San Jose, California. Day and night, the fans competed in games and challenges for prizes and fielded questions from the media and followers on social media.
Engagement with the campaign extended beyond the billboard itself, with people voting in Twitter polls to drive the fans’ experience.
Minute Average Viewing on ESPN3 Live Stream