We joined forces with ESPN to capture wildly passionate college football fans. By using technology and premium content, we delivered an experience that unleashed the power of the game. Fans felt the rush of the 50-yard line and shared the action with a stadium brimming with Buckeye fans or ESPN’s own Stuart Scott!ESPN announcers drove fans to Section 140 with a call to “text 140 to 4ESPN.” Next, links to Section 140 displayed on mobile devices and the ESPN website. These messages generated a viral surge from all parties.Reporters even joined in: Reporters: “Refs miss a hold on OSU right there!” Fans: “How many more points will Bama put up before the Texas fans start filing out of the stadium?”ESPN announcers: “There will be a lot of spirited discussion right now about today’s game in Section 140 powered by Windows phone.”Now that’s all-star brand recognition.

Numbers grew with each game, peeking during the final match-up. In three months, over a staggering 1.5 million comments in Section 140.Fans wanted to be immersed in the action! Over 10,000 fans joined the conversation with more than 50% from on-air mentions by ESPN announcers.Exposure to S140 generated positive lifts in awareness and those with repeat exposure leaped to an astonishing level of consideration and purchase intent.60% of visitors made the Windows phone brand linkage.The word was out and Windows phone drafted more fans to propel this brand straight to the starting line-up!