2020 Shortlist

SportsCenter On Snapchat

Entrant Company: ESPN

Winner
  • Outstanding Use of Snapchat
SportsCenter Snapchat

About this Entry

Our aim is to present all of the great video, statistics, and stories that sports offer in a way that is organic to the Snapchat platform: fast paced, fun, and humorous.

How does entry represent "Excellence in Engagement"?

More and more we see fans consuming content through digital and social media. We reach as many of these fans as possible by going directly to where they are and serving it to them in an organic way that is appealing to these viewers. With an increasing number of platforms where people can get the content they want, this type of content production is the future.

Objective: Our strategy is to drive sports fandom on all platforms, delivering the best in sports news and content in an authentic fashion wherever fans are. One of, if not the, primary goals of SportsCenter on Snapchat is to reach a growing audience that no longer consumes sports using traditional television sources. Specifically, this includes a young demographic that is turning to social media to fill this need.

Strategy & Execution: Our strategy is to drive sports fandom on all platforms, delivering the best in sports news and content in an authentic fashion wherever fans are. One of, if not the, primary goals of SportsCenter on Snapchat is to reach a growing audience that no longer consumes sports using traditional television sources. Specifically, this includes a young demographic that is turning to social media to fill this need. Our aim is to present all of the great video, statistics, and stories that sports offer in a way that is organic to the Snapchat platform: fast paced, fun, and humorous.

Results: Our shows reached an average of 1.5 million unique viewers per day. Not only did this lead to us tripling our branded sales executions from the previous year, but we reach an important younger audience (17-34). This group largely is cutting the cord or never had one to begin with, making them less likely to affiliate with the ESPN/SportsCenter brand. Our efforts on Snapchat help drive brand affinity and communicate that the future of ESPN is as bright as ever.

Production

  • ESPN, SportsCenter

Credits