We saw this as an opportunity to make a simple announcement in a fun way.Our strategy from the very beginning was to create entertainment that promoted the best elements of live programming: clear, interesting, imperfect, and human. And what better way to call attention to those elements than actually doing live spots? So we developed a campaign through a series of 30-second live reads done by an actual ESPN employee (SteveBraband) that we chose to become our spokesperson. We literally followed Steve around with a camera throughout the two weeks of the campaign.Whenever it was time for another commercial, he had to stop what he was doing and deliver another "SportsCenter is Live" read. No editing. No second chances. Just like the live television.

The SportsCenter AM campaign helped raise awareness of the new "live" format by over 40%.