To increase viewership of the many college football games airing each week, ESPN needed an advertising campaign that could seamlessly promote multiple game times, teams and networks. The online campaign aimed to engage sports fans with broadcast-quality creative, drive traffic to ESPN.com, and position the network as the premier destination for college football—both on TV and the web.
We built a dynamic system that generates custom 3D ads on the fly along with a client-facing control interface. The system allowed ESPN to release multiple ads each week with different 3D animations, teams, rankings, conferences, copy, game times, networks, and sponsors almost instantly. Over the course of the season, ESPN was able to promote more than 100 games.