• by Danielle Oster , 4 hours ago

ESPN’s new direct-to-consumer streaming offering launched Aug. 21. The company’s doing a lot to promote the new package, which brings the entirety of ESPN’s properties to consumers via streaming for the first time. The brand even got the National Day Registry to recognize Aug. 21 as “National ESPN App Day.”

The majority-Disney-owned network’s launch campaign spans platforms including TV, social, and experiential, and features a plethora of partnerships with brands including Complex, Lyft, and Samsung.

TV ads star wrestler and actor John Cena (“Heads of State,” “Jackpot!”) who plays the role of a coach guiding viewers through the features of the new, enhanced ESPN app, as well as a limited- time deal from Disney bundling ESPN with Disney+ and Hulu for $29.99 per month. The launch ads also introduce ESPN’s first mascot, App-E, alongside Stitch (from the “Lilo & Stitch” franchise) and Stewie Griffin (from “Family Guy” as representatives for Disney+ and Hulu, respectively.

Outside of the TV campaign, ESPN got creative with OOH and experiential activations and brand partnerships—including one celebrating the grand opening of the New York flagship Soho store for media and entertainment brand Complex.

Beginning August 22, the three-week pop-up event will bring a celebration of ESPN’s brand and history to the new Complex storefront. The activation features a display of era-spanning TVs (CRT TVs, LED panel TVs, and contemporary flat-screens), playing ESPN highlights from over the years, along with previews of the new app, and original content. Fans visiting the location will also have an opportunity to view archival apparel and shop exclusive merchandise.

On August 30, Complex will also host an ESPN watch party designed to turn the store into “the ultimate sports viewing destination,” centered around live-streamed matches from the U.S. Open, and key NCAA football matchups.

There’s also an OOH campaign running across locations including Moynihan Train Hall and Port Authority in New York City, as well as Sunset Blvd and SoFi Stadium in Los Angeles. Beginning Aug. 21, the OOH effort will see ESPN taking over the New York MTA’s “E” line with ads on and inside the train.

A partnership with Lyft will also bring ESPN App-branded Cadillac SUVs to high-traffic areas at upcoming sporting events in New York and Los Angeles, as well as ESPN branding within Lyft app’s map.

ESPN’s campaign also includes an extensive social component with influencer partners; a U.S. Open booth designed to be an “Instagrammable moment”; an “ESPN Golden Ticket” sweepstakes for a chance to win upgraded tickets to big sporting events broadcast on ESPN; and a partnership showcasing the new ESPN app across Samsung devices and platforms.

“We designed our groundbreaking new product and campaign with our one mission in mind: to serve sports fans, anytime, anywhere,” ESPN Senior Vice President of Marketing Jo Fox said in a statement. “Our campaign immerses fans with the ESPN brand they know and love but in a new, surprising, and interactive way."