ESPN Deportes Launches Marketing Campaign Promoting “Game-around-the-Game” Coverage of the 2010 FIFA World Cup South Africa
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ESPN Deportes announces the launch of “90 Minutos No Son Suficientes” (90 Minutes are Not Enough), a multimedia marketing campaign promoting the brand’s multiplatform news and information coverage of the 2010 FIFA World Cup South Africa. The campaign, which highlights ESPN Deportes’ ‘game-around-the-game’ coverage via ESPN Deportes TV, ESPN Deportes Radio and ESPNdeportes.com, reinforces the message to fans that the World Cup conversation does not end when the match-clock stops on the 90th minute.
“The ‘90 Minutos No Son Suficientes’ marketing campaign truly speaks to our philosophy of being the Spanish-language home for sports news and information,” said Michelle Bella, vice president sales and consumer marketing, ESPN Deportes. “Our research indicates that fans want more than just the matches; they are just as eager to be part of the conversation before and after each match.”
In its most ambitious plan to cover the event, ESPN Deportes will offer over 1100 hours of World Cup-related news and information coverage on ESPN Deportes TV and ESPN Deportes Radio combined. Content will originate from studios in Johannesburg, Buenos Aires, Dallas, Los Angeles, Mexico City, Miami and the company’s headquarters in Bristol, Connecticut. The network will have over 70 commentators and analysts – 20 in South Africa – covering the event for television, radio and online.
Among the commentators featured in “90 Minutos No Son Suficientes” campaign features World Cup legend and ESPN Deportes analyst Mario Kempes, alongside soccer journalists Jorge Ramos, Jose Ramon Fernandez, David Faitelson, Fernando Palomo, and Fernando Schwartz among others.
Produced by Bunch of Monkeys, ESPN’s creative agency in Mexico, the campaign includes TV and radio spots as well as online support. Local cable and radio spots executions will be targeted to the Hispanic community in Los Angeles, Miami and New York. ’90 Minutos No Son Suficientes’ will also be ESPN International’s signature World Cup campaign for ESPN and ESPN Dos in Mexico.