In the latest effort to capitalize on consumers' desire to be part of the on-screen action, ESPN and MasterCard plan a fall campaign that encourages TV viewers to vie for the title of "ultimate sports
fan." The marketing program will ask sports fanatics to submit videos or digital photographs and stories of their own sports shenanigans to be displayed on the Web, where consumers can vote for their
favorite. The online display in September and October will be done in the bracketed style used to track tournament college basketball teams.
Read the whole story at Adage.com, July 21, 2005 »
