Integrating ESPN’s social media assets with online display and DOOH ads gave fans the opportunity to join the debate, share their opinions and keep abreast of the games.Via Twitter we drove conversation between ESPN’s presenters, Ray Stubbs and Kevin Keegan, and football fans. This real-time debate was broadcast live through online display ads and across over 300 DOOH sites which simultaneously carried real-time automated and customised content. Via #ESPNUK anyone could join the debate wherever they were.Live scores from ESPNSoccernet.com were included to ensure sports fans didn’t miss any of the day’s action. And, come 5:15pm, fans were offered the opportunity to access the day’s Premier League goals by downloading ESPN’s Goals app.This was the first time any brand had simultaneously run real-time automated and customised social content across multiple DOOH formats and channels nationally and was a massive technological and logistical challenge... but it worked.

- Delivered 115% YoY increase in subscriptions, 10% more than entire 2011 target.

- Delivered double the target number of downloads of the Goals app, and a sizable increase in return use over the campaign- Positively shifted key brand metrics. ‘As a must have for sports fans’ ESPN increased from 23% to 33%, and as ‘perceived value for money ‘from 17% to 23%.

- Improved loyalty with ESPN’s churn rate down 7% YoY whilst August viewing was up 25% YoY.- Delivered 547 (on average) tweets a day and a 43% rise in ESPN’s twitter follower base to 7,597.