In 2014, ESPN launched the SEC Network. But before they did, we had to convince people to convince their cable providers to carry it. That's a lot of convincing. So we focused on the fans instead of the players, because, in the SEC, the spectacle is not confined to the sport.
On August 14, 2014, the SEC Network was available in 90 million homes, making it the most successful sports network launch in cable history. Ever. Of all time.
We worked with each of the 14 SEC schools to make 14 spots and print ads that genuinely represent the passion of their local fans. Each piece ran across national ESPN platforms and local school-owned assets. Fans shared their favorites using #14schools14stories. So, they got around.
The year after the network launch, we immersed SEC fans in the world of their favorite sports conference with their stories. It started with two spots — "Babies" and "Dressing Up." Warning: You might get emotional, even if you're not an SEC fan.