Win, Lose Or Fall In The Mud, That’s Gonna Be On SportsCenter In New Campaign
NYSJ Sports-Entertainment Business News Service
September 11, 2018: ESPN said that SportsCenter has been its signature news and information brand since the launch of the network, “inventing the genre and setting the standard for serving sports fans.”
Among those who watch SportsCenter on a regular basis, one phrase has been repeated more than others after a great play or fabulous flub: “That’s gonna be on SportsCenter.”
ESPN has now turned the expression into a marketing campaign, intended to be a “reminder and celebration that there are moments in sports, and then there are SportsCenter moments.”
"That’s Gonna be on SportsCenter" will complement the existing "This is SportsCenter" campaign, which launched in 1995 and includes more than 400 spots, according to ESPN.
“Whether it’s a memorable play or an infamous fumble, making it to highlight status on SportsCenter is a badge of honor,” Wanda Young, svp-marketing and consumer engagement for ESPN, said in a statement.
“That’s Gonna be on SportsCenter is an aspirational phrase uttered by athletes and fans alike, and we’re shining a light on its significance with this campaign.”
The initial spot, “Reflection,” highlights intentions for the effort, from lead agency Droga5.
During a football game, a defensive player slips and falls on wet turf, allowing a running back to sprint up the field for a game-winning touchdown.
“What have I done?” he asks himself while looking at his own reflection in a puddle on the field. “I let my team down. My fans. The kids . . . “
Just then, ESPN commentator and SportsCenter anchor Kenny Mayne appears in the reflection.
“I even let Kenny Mayne down?” the player asks.
“I’m ok,” says Mayne. “But that’s gonna be on SportsCenter. Tonight.”
“That’s gonna be on SportsCenter?!” says the athlete in anguish, realizing it will not be a highlight but part of the Not Top 10 segment, where plays are celebrated for their often humorous failure.
ESPN said the campaign will play out across its platforms, including TV, ESPN App and on such social media platforms as Twitter, Instagram, Facebook and Snapchat.
This Fall, ESPN said its game producers would begin flagging SportsCenter-worthy moments in real time.
During live game action, That's Gonna Be on SportsCenter graphics will appear when Top 10 or Not Top 10 moments occur, “serving as a natural extension of the campaign.”
In addition, ESPN will create themed GIFs with the campaign expression, which will be loaded into the GIPHY library. From there, people can identify their own SportsCenter highlights and share them across social media.
According to Norby Williamson, evp and executive editor, studio production for ESPN, “Fans have a personal connection with SportsCenter, regardless of where they engage with the show.
“The context and personality we provide around a highlight is a key differentiator, and this campaign illustrates the fact that it’s not truly a highlight unless it has made it on SportsCenter.”
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