Cannes Lions
ANOMALY, New York / DICK'S SPORTING GOODS / 2014
Awards:
Overview
Entries
Credits
Description
In the US, branded content executed in partnership with media publishers is still somewhat in its infancy. ESPN in particular hadn’t done much branded content on TV before, so this was a new venture for both DICK’S & ESPN. The terms of the negotiations between DICK’S & ESPN indicated the Hell Week TV show from DICK’S would air several times on ESPN networks, and ESPN would help promote the show in their own digital, print & TV channels. No other restrictions or regulations were in place.
Execution
Our campaign revolved around 12 true stories of triumph, loss, friendship, redemption, and the simple love of running. These powerful stories each expressed a unique and gripping reason for running, so we chose to focus our campaign on digital video, the best vehicle for delivering emotional engagement while also allowing us to highlight a diverse set of inspirational stories. Each story was told through a 2-5 minute documentary-style YouTube video, one distributed every week from the beginning of March through the end of May.
Outcome
- Video completion rate of 72% far exceeded norms for online video
- 2.9 million total online views & 900K TV views
- 211 million total impressions, with 31 million social media impressions
- 12 million PR impressions, up 700% from the Hell Week effort in 2012
- Use of #hellweek was up 415% from the previous year
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