How do we generate awareness among viewers with HD TV to watch the games in HD? We hijack a game during halftime and showcase the details you can experience when the game is viewed in HD.The creative execution comes in a form of a halftimes stats, which is commonplace in any playoff or match. The statistics first reveal the usual analysis like number of goals, shots off target, ball possession, and then some additional , more interesting details of the games soon follows. Written in a tongue-in-cheek manner, these rather specific information are not only relevant to the game but cleverly highlight the benefits of ESPN HD.

Not applicable, unable to get research data for this campaign