USA TODAY Sports+ is unlike any other sport’s news platform. By harnessing the nation’s largest network of local sports journalists in towns and cities across America, it brings fans closer to the action, offering first hand accounts straight from the locker room.
How do you communicate this simple fact, in a way that conveys the ultimate emotional benefit?
Champion the fan experience as a means of showing how USA TODAY Sports+ can make you a better, more fulfilled fan. We cast 29 real super fans from the 7 launch markets (including Ohio, Michigan and Tennessee) and brought them together in a celebration of their love for their team. Throughout all executions – across outdoor, social, AR experiences and PR – we let the real emotions shine through, supporting it with simple messaging and playful content.
The campaign saw 105M impressions and pushed Sports+ into the top 10 most downloaded apps in the US. The Meta content also received 26.6 times more engagement than the category standard.
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