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Case Study

ESPN Launches Its All-New App with an Immersive New York Subway Takeover

ESPN Launches Its All-New App with an Immersive New York Subway Takeover

ESPN Launches Its All-New App with an Immersive New York Subway Takeover

Outfront Media
Pages 10 Pages

This case study details how ESPN introduced its new streaming and app package ahead of the fall sports season through an immersive New York City campaign. The brand transformed the E subway line with a custom train wrap, full-motion Liveboards, in-station audio announcements from Stephen A. Smith, and live brand activations. August 21 was declared National ESPN App Day, while ESPN’s new App-E mascot debuted alongside team mascots, executives, and the New York Giants drumline. Brand ambassadors and sports-themed performances created a memorable commuter experience around the message “All of ESPN. All in one place.” New York media outlets and social influencers shared the activation widely, extending the campaign beyond the subway and generating online attention for the app launch.

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