ESPN is launching a 25th anniversary celebration with an event marketing campaign directly involving fans. AKA The Season of the Fan runs from now through May, and features five Toyota 4Runner mobile production units, AKA “ESPN25 Fan Utility Vehicles,” that travel across the nation interviewing sports fans, who act as the promotional voice of the campaign.
The ESPN25 Fan Utility Vehicles will visit over 100 cities and communities in the U.S. and be positioned outside stadiums, arenas, sports bars, little league parks, basketball courts etc. to capture fans in their element. Sports fans interested in taking part in the campaign can log on to www.espn.com to track the ESPN Fan Utility Vehicles and find out their next stop. The first :05- and :10-second teaser images roll out in Jan.
New York-based Grand Central Marketing handles campaign marketing. Promos, images spots, posters, outdoor, radio and Internet content were created by New York-based ad agency The Concept Farm.