School-specific brand campaign spots debut for the SEC Network
Today ESPN and the Southeastern Conference expanded the brand campaign for the SEC Network, the new national sports network launching August 14 and operated by ESPN, with the debut of school specific marketing elements. The campaign now features a series of 14 SEC school-specific creative spots and print ads as well as social and digital activations across all member institutions in the SEC.
The integrated initiative, developed in collaboration with North Carolina agency McKinney, celebrates long-standing traditions and fandom of the SEC and encourages fans to “Take It All In.” ESPN and McKinney worked closely with each of the member institutions in the development of the campaign to ensure authenticity.
Each of the 14 school-specific TV spots and full-page print ads will run across ESPN platforms as well as locally across school-owned assets. Additionally, the campaign features an ESPN.com homepage takeover presenting tailored backgrounds for each SEC team, created in collaboration with Red Interactive. Fans can also share and discuss the campaign on social media using the hashtag #14schools14stories.
The spots, available on GetSECNetwork.com and ESPN’s YouTube channel, include:
The SEC Network, launching August 14, 2014, will air 45 college football games next year, in addition to an array of daily studio shows providing in-depth commentary on all 14 SEC teams. AT&T U-verse, DISH and NRTC have agreed to carry the network. Additional ESPN and SEC Network college football announcements will be made in the coming weeks. More details and recent news surrounding the soon to launch network can be found here.
The SEC Network
The Southeastern Conference and ESPN have signed a 20-year agreement through 2034 to create and operate a multiplatform network which will launch in August 2014. The new network and its accompanying digital platform will air SEC content 24/7 including more than 1,000 events in its first year. The network will televise approximately 45 SEC football games, more than 100 men’s basketball games, 60 women’s basketball games, 75 baseball games, and events from across the SEC’s 21 sports annually. Programming will also include studio shows, original content such as SEC Storied, spring football games, signing day and pro days coverage. Hundreds of additional live events from various sports will be offered exclusively on the digital platform.
In 2012, McKinney was named the most effective independent agency in the world by Effie Worldwide. This year, the agency was named the third most effective agency office in North America by Effie and its client Mizuno USA, the most effective brand in North America.