Monday
Mar292010

One, Two ESPN3.com Campaign Supports Relaunch Of Broadband Channel

March 29, 2010: One may be the loneliest number, and it takes two to tango. But "Three is a Magic Number," according to ESPN, which is featuring the classic Schoolhouse Rock song as the soundtrack not to a Three Stooges, Three Musketeers or "Three Blind Mice" effort, but to a campaign supporting the relaunch of ESPN3.com.

The effort is anchored by a 30-second TV spot that will air throughout the month of April across all ESPN networks and ESPN's YouTube channel to coincide with the unveiling on April 4 of the reconfigured ESPN360.com broadband channel. Samsung is the launch partner for the ESPN3.com campaign, which was created by The Martin Agency. Support includes print, digital and radio.

The 30-second spot encompasses a plethora of sports scenarios based on three: a basketball game with a player hitting a winning three-point shot, third down during a football game, Kobe Bryant holding up three fingers after his third NBA title, three tennis balls, Chris Paul wearing No. 3 with the New Orleans Hornets, Dwyane Wade wearing No. 3 with the Miami Heat, Team Penske's race car No. 3; and a shot of José, Bengie and Yadler Molina, the "first trio of brothers to all have World Series rings."  A voiceover at the end offers, "Soon, three will mean even more to sports."

A 15-second and 5-second version will also air.

Two versions of the song "Three is a Magic Number" — the original Schoolhouse Rock rendition and a hip sampling — provide the soundtrack for the TV spots.

Major League Baseball Advanced Media recently signed on to provide technology infrastructure and operations support for ESPN3.com, which is available via subscription to more than 50 million households.

"ESPN360.com carries a wide variety of more than 3,500 live sporting events online, and continually improving that experience is our top priority," John Kosner, svp/GM for ESPN Digital Media, said in a statement. "We will continue to deliver a high quality network to fans as it transitions to ESPN3.com in April."

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