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.