Check out this cool (and kinda gross) promotion created by ESPN to inform media-buyers of the channel’s impressive ratings in Asia. The message that ESPN wanted to convey was that sports fans couldn’t get any closer to the action than by watching ESPN’s comprehensive sports coverage and commentary. To send this message in an “eye-catching” way, ESPN had various sports balls airbrushed to look like human eyeballs. Soccer balls, baseballs, and basketballs were all chosen as part of the campaign (probably because people don’t have football or hockey puck-shaped eyeballs).

On the back of the eye-balls was the ESPN logo and the marketing slogan: “You can’t get any closer than this.” The balls were packaged in PR kits that also had literature detailing ESPN’s ratings and audience demographic in the Asian market. The company reported the successful promotion created a very favorable environment for the subsequent sales process, and media buyers were wholly impressed by the unique item.

(via Adsoftheworld)

Posted: August 29th, 2008 under Baseball, Basketball, General, Soccer.
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