To help ESPN roll out coverage of the World Cup Draw, our New York office created a heavy metal band called "The Group of Death." For those in-the-know, 'The Group of Death' refers to a nickname to the one group that has more top-ranked teams than the others. (There is 4 teams in 8 groups)
The band reunites every four years and paints their faces the colors of the four unlucky countries and plays original songs like "Welcome To The Group Of Death" and "Your Love Is Like A Boot To The Face." Creating a Facebook and MySpace page, bloggers have all reported great interest. It all culminates with two live shows tonight at Nevada Smiths – the premier soccer pub in New York.
There are a number of working ducks in our building. Lots of emails about getting and selling tickets for the anticipated Civil War game tonight. Prices as high as $225 per ticket! Our New York office did this spot for ESPN earlier this year. Brilliant, even if you are a Beaver.
ESPN Employee Steve Braband to be Campaign Spokesperson
On Sunday, July 27, ESPN will launch one of its most ambitious and groundbreaking promotional ad campaigns to date. Featuring a LIVE format of innovative spots, the campaign is designed to showcase the network’s new live morning SportsCenter block, which premieres Monday, Aug. 11 — the opening week of the Beijing 2008 Olympic Games. Created by Wieden + Kennedy New York and produced by ESPN, the LIVE ads will feature 25-year-old Steve Braband – an actual ESPN employee – who will serve as the face of the campaign. ESPN is scheduled to air as many as 25 :30 spots per day for 15 days.
“We’ve been doing live TV since day one, but this is a big change for SportsCenter,” said Katie Lacey, ESPN senior vice president, marketing. “This concept seemed like a fun way to tell our viewers about the improvements to the show and to draw back the curtain and let them inside.”
Braband (Pittsburgh, Pa.) will be followed over a three-week period, going about his daily routine at work where he serves as a program coordinator, and at home in Southington, Conn. When it’s time for a promo, he will cease activity to do a live read.
He said, “When I found out that I was selected for the campaign, at first, I was shocked and scared…but that feeling has turned to excitement. I’m not sure what to expect.”