ESPN needed to overcome the image of being an outsider sports network in Brazil, covering sports divorced from local reality. Being an outlet made the challenge even harder, as other media would be unlikely to give ESPN Brasil the space to talk about its plans. So the network decided to create a PR effort to engage viewers directly.They dodged competitors and created a unique approach: a platform based on premium and engaging content and fan interaction. By taking advantage of the Brazilians’ passion for social networking and combining it with the knowledge and authority of its professionals, ESPN became a truly Brazilian social-media source of sports information – any sports, anytime, anywhere.

Specific strategies were developed for the Twitter profile and fan-page on Facebook. The social-media coverage demanded new formats – hashtags full of impact, twitcams, irreverent images and speedy posting. ESPN also decided to call a truce in the interests of sports fans: no matter which channel had the broadcasting license, ESPN posts and covers the event on its social profiles.

ESPN had succeeded in becoming a relevant source of sports information by using social media as a part of its multiplatform strategy. In 2011, the fan-page grew by over 8,700% and Twitter by 296%, driving over 275% more traffic to ESPN Brazil website and an increase of over 27% in audience in the TV network

As social-media coverage demanded new formats, ESPN developed specific strategies for each new communication channel, including striking hashtags, twitcams, irreverent images and speedy posting. Also, all relevant events received a tailor-made coverage strategy.

Major international soccer matches, for instance, became as important as those of Brazilian teams – the hashtag created for the Real Madrid vs Barcelona match was a world-reaching topic. During the 1 hour and 30 minutes, the ESPN Brasil website registered over 160,000 unique visitors.To promote the Superbowl, ESPN engaged fans through several weeks.

On the day of the event, they promoted the first live twitcam and social coverage by a Brazilian TV channel. The ESPN Brasil website had over 450,000 hits during the match, and #nflnaespn and Paulo Antunes (journalist) were local trending topics.

ESPN had succeeded in becoming a relevant source of sports information by using social media as a part of its multiplatform strategy. In 2011, the fan-page grew by over 8,700% and Twitter by 296%, driving over 275% more traffic to the ESPN Brazil website and an increase of over 27% in audience in the TV network.