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Skype Transport For London (TFL) Fifa World Cup

ESPN FC and TfL World Cup campaign messages shown on 76.3m journeys

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By Natalie Mortimer, N/A

August 4, 2014 | 2 min read

ESPN FC and Transport for London’s (TfL) World Cup campaign messages were shown on train platforms 4.4 million times during the World Cup, equivalent to 76.3 million journeys on the London Underground.

The campaign provided travellers on the Tube with World Cup news and score updates throughout the tournament via 140 overhead platform Dot Matrix Indicators (DMIs), and on 400 Electronic Service Update Boards (ESUBs).

ESPN FC’s collaboration with TfL also included branding the homepage and journey planner on TfL.gov.uk, which resulted in 3.8 million page views. Twitter reaction to the campaign reached 2.4 million people as thousands of users posted photos and comments on the activity.

“This activity showcased what is great about ESPN FC and all of ESPN’s leading sites,” said Charly Classen, VP and GM, ESPN EMEA. “It was innovative, popular, and driven by a love of sport and a desire to be connected to it. The Tube is an iconic part of London’s infrastructure and we were able to inform millions of fans about the latest developments from the biggest sporting event in the world. The campaign illustrated our mission to serve sports fans in an organic way that had never been done before.”

ESPN FC received more than 23 million unique users across all platforms in June as it provided coverage of the World Cup for fans across the globe – a 330 per cent year-on-year increase, following 5.4 million uniques in June 2013.

For the World Cup final, ESPN FC provided live audio updates of the game over the public address system at Waterloo Underground station, where more than 18,000 passengers heard analysis throughout the game from former Germany international (and Spurs coach) Steffen Freund, and ex-Chelsea defender Scott Minto.

Skype Transport For London (TFL) Fifa World Cup

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