Our goal was to bring kids content that inspired them and they related to - an intersection between brand messaging and entertainment. The EYS hub embodied this, serving as a content-rich, interactive destination for our audience. The campaign utilized Disney/ESPN’s depth and breadth of properties to reach tweens with EYS messaging. The hub was an ideal setting for a motivational, sports-oriented message, we established sports credibility with EYS while providing kids with the kid-centred entertainment they craved. Videos, kid-written articles, message boards and interactive polls on the EYS hub delivered engaging content to kids in a voice they recognized.

Kids embraced this innovative video, resulting in a 51% online completion rate, 16% higher than the agency’s benchmark. In fact, kids visiting the hub spent more average time there than on any other page on espn.com. In addition to the success of the EYS hub in attracting and retaining tweens, the campaign drove an impressive 108% increase in EYS awareness and confirmed a 32% lift in the perception that Frosted Flakes 'can help me be my best at sports'. The program has been renewed for 2008.