ESPN Cleveland Browns Experience
The Challenge
Our goal was to engage with fans in a meaningful way during each public practice at the Browns Training Camp. We needed an activation that would resonate with the audience and provide an interactive experience that reflected their connection to ESPN Cleveland. The challenge was to create something memorable that would stand out amidst the excitement of the camp.
Creative Strategy
To capture the essence of how Browns fans interact with ESPN Cleveland, I tapped into the excitement of listening to live play-by-play commentary during games. Fans tune in to hear the action called by their favorite broadcasters, so I thought, why not let them experience the thrill of being in the booth? This idea led to the creation of a fan experience where Browns fans could step into the role of their favorite play-by-play announcer, Jim Donovan, and call the plays themselves.
Execution
The interactive fan experience allowed participants to watch a play and hear how the professionals, like Jim Donovan, call it. Then, it was the fans’ turn to step up and give their own spin on the play call, complete with a microphone and the real-time excitement of a live game scenario. This setup created an immersive experience, making fans feel like they were part of the action.
To further enhance the experience, we set up speakers that broadcasted the fans' play calls across our activation area, allowing everyone around to hear the enthusiastic attempts. This not only created a lively atmosphere but also drew more people in to participate. As a token of appreciation, we handed out clear bags featuring the ESPN Cleveland logo to participants—practical for fans to use at Browns games where clear bags are required.
Results
The fan experience was an overwhelming success, with fans lining up to take their turn at the mic. It became one of the standout attractions at the Browns Training Camp, drawing crowds and generating buzz around the ESPN Cleveland brand. The activation effectively connected with the fanbase, providing a unique opportunity to step into the shoes of their favorite announcers and feel the adrenaline of calling a play. The clear bags with our logo served as a lasting reminder of their interaction with ESPN Cleveland, promoting brand visibility long after the event.
This activation demonstrated the power of creating immersive and interactive experiences that resonate with the audience’s passion points. By allowing fans to step into the role of a Browns play-by-play announcer, we not only strengthened ESPN Cleveland’s connection with its audience but also created a memorable and engaging brand presence at the Browns Training Camp. As the Marketing and Creative Services Director, I ensured that the experience was not only fun but also aligned with our brand, delivering an impactful and lasting impression on Browns fans.