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Creative Brand Strategy Usa Today

Motley crew of football fanatics front USA Today Sports+ app campaign


By John Glenday, Reporter

October 4, 2021 | 3 min read

USA Today has turned to a colorful collection of larger-than-life football ‘super fans’ to help promote the launch of its Sports+ app.

USA Today

Photographer and videographer Joseph Cultice captured these peaks and troughs of emotion written on the faces of 29 fans

The digital subscription service offers something for even the most diehard fans by pooling together all the sports coverage produced by parent company Gannett including scores, stats, leaderboards and group chats. The sporting compendium is the ultimate resource for football fanatics wishing to ‘Fan Harder’.

The sports billboard and video creative is led by KesselsKramer, in concert with the creative and brand marketing team at USA Today.

Dedicated super fans were chosen to represent seven teams from seven cities where Sports+ will make its debut, including Green Bay’s notorious St Vince and Detroit’s unmistakable Ron ‘Crackman’ Crachiola.

By capturing the intensity of passions and the singular focus of devoted fans who think of nothing else, the campaign seeks to encapsulate the spectrum of emotion that comes with laying your heart on the line for your favorite team, from ecstasy to despondency.

Michael Reed, Gannett chairman and chief executive officer, said: “Gannett is betting big on sports. We are well-positioned to reach our sports audience of over 53 million sports fans and capitalize on our large network of over 500 dedicated sports journalists, offering access and local perspective that is unrivaled.

“Our strategic agreement with Tipico, our incredible sports journalism and our USA Today Network footprint will ensure Sports+ engages our existing subscriber base and attracts new audiences as we provide exclusive content, experiences and product offerings so fans can literally fan harder.”

Photographer and videographer Joseph Cultice captured these peaks and troughs of emotion written on the faces of 29 fans and one dog to celebrate the commitment of fans whose dedication to the sport they love is as strong as the athletes they adulate.

KesselsKramer is fresh from delivering an 11-storey exhibition wall in downtown LA after repurposing the windows of a CitizenM hotel to paint a portrait of local life.

Creative Brand Strategy Usa Today

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