Because the Major League Baseball season lasts 162 games over six months, the online hobby of fantasy baseball can seem daunting and intimidating. So we created a campaign for ESPN Fantasy Baseball that highlights the daily excitement, intrigue and drama of the average fantasy baseball season. And what better platform on which to build our campaign than the most over dramatic of genres – soap operas. Enlisting the authenticity of the top soap opera director and stars, along with Major League baseball players, we created a 30 second TV commercial and eight long format “webisodes” that live on a micro-site, www.endlessdrama.com.