AUDIENCE SPORTS – SUPER BOWL 52

Challenge

Raise awareness amongst sports fans for DIRECTV’s exclusive AUDIENCE Network and AUDIENCE Sports, and the original sports programming it offers, including The Dan Patrick Show, The Rich Eisen Show and Undeniable with Joe Buck, along with increase the channels social media following across Instagram, Facebook and Twitter.

Solution

In order to drive a significant influx of fans and followers to the channels, we leveraged the attention around Super Bowl in Minnesota and hired an NFL influencer, All-Pro Cornerback Patrick Peterson to take over the AUDIENCE Sports channels throughout the week. Peterson played the role of field reporter for the AUDIENCE Sports social channels, interviewing the wide array of NFL players and celebrities in Minneapolis, and as a media spokesperson delivering an overt call-to-action messaging to millions of sports fans during a multi-day media tour that featured interviews with top national sports TV, print and radio media.

Results

The combined PR and social media campaign with Patrick Peterson was highly successful. A wide array of media coverage was highlighted by ESPN First Take, USA Today, The Herd w/ Colin Cowherd, Arizona Republic and Bleacher Report, among others. The combination of a social media takeover, paid social media buys and the significant media coverage, the campaign generated more than 6.7 million impressions, 312K engagements and over 9,700 mentions, while growing AUDIENCE Sports social media channels more than 10K total fans across Facebook, Instagram and Twitter.

42.8M

Media Impressions

$4.4M

Advertising Equivalency