ESPN and WSC changed how we think about engaging younger viewers.
For the 2019 NBA Playoffs, R/GA worked with ESPN to completely change how the games were promoted.
Rather than running advertisements prior to games and expecting millennials to commit to appointment viewing, we focussed on communicating with fans while the games were happening live.
“You Seeing This?” was a real-time media campaign that showed millennial fans what they were missing when they weren’t watching live games. Instead of running conventional TV promos in the days prior to the matchups, ESPN found fans online when the games were already underway, and served them tantalizing live footage–powered by GSVS company WSC Sports–and easy ways to switch on the game.
