ESPN App - Winning Over Gen Z

The Problem
Gen Z sports fans weren’t using ESPN digital properties, like the App, because ESPN’s brand was seen as too old, and traditional.

The Insight
For Gen Z, sport is more MTV and TMZ, and less SI (Sports Illustrated)

The Solution
Inspired by the music culture that surrounds sport, a music video stylistic approach allowed us to transform ESPN’s deep content and expertise, as well as the app’s functionality, into hype worthy content - working with up and coming artists to write, track, produce, and drop custom app based songs and videos, every year for 5 years.

The Results
With downloads up 110% and social sentiment through the roof, we reversed the decline of the #1 Sports App and engaged a younger sports fan.