ESPN launches campaign for upcoming ACC Network
ESPN's 'We Do This' readies fans for ACC Network
To raise awareness for the August 22 debut of the ACC Network, ESPN has introduced its 'We Do This' campaign that serves as a "rallying cry" for fans of the Atlantic Coast Conference.
Michelle Berry, ESPN senior director of sports marketing, said: “As we developed this campaign, our goal internally [was] to revel in the range of the ACC. We met that challenge by representing the uniqueness of the member schools while celebrating a dynamic conference that adds up to more than just the sum of its parts.”
Austin-based agency Preacher worked on the campaign, which launches today to coincide with the ACC men's basketball tournament.
The fast-paced, 60-second 'Anthem' spot looks to stoke fans' pride as it nods at a tradition from each of the 15 member schools. The campaign also features three different 30-second spots, marking the stages of the intense college sports experience – 'The Arrival,' 'The Action,' and 'The Celebration.'
'We Do This' will run across ESPN's owned and operated channels including TV, digital, radio and social. Off-channel materials will run only in key ACC markets.
Each school has its own 10-second spot and other marketing materials to run in-arena and across media platforms.