ESPN Creative Brief

This is an ACTUAL creative brief that I did for ESPN and the guidelines were real. As we move closer to the end of the course and the Final Marketing Plan project, I'd like to get you in the right mindset to create a successful strategy.

Your agency has been hired to work on a Monday Night Football promotion for ESPN. Your objective is to create a buzz for Monday Night Football and communicate that it is now on ESPN vs formerly ABC. The budget is healthy and ESPN is looking for a promotion, stunt, sweepstakes, or similar that builds buzz and attracts attention. Because there are legal issues with the Monday Night Football brand during the transition however, there are a few things we can not do including:

• You can not say or use "Monday Night Football"
• You do not have access to NFL teams' logos, names, likeness, content, etc.
• You can not use any current players due to the NFLPA restrictions.

Please briefly outline an overall Marketing Plan that you would present to ESPN. It doesn't need to be a full plan but at least cover an overview for the main points. Be sure to follow the parameters given and make sure your plan includes:

• Campaign direction (theme, messaging, headline, tagline, etc.)
• Who is the ideal demographic?
• What platforms you recommend to promote the campaign on, and why?
• What campaign elements would you create and why?