We are proud to work with American Express and our partner agencies on the integrated global campaign for their new brand platform – “Don’t Live Life Without It” and “Don’t Do Business Without It.” The new platform reflects how people live and work today – living a hybrid and intertwined life. American Express is recommitting itself to serve this way of living and backing individuals and businesses in ways big and small.
Some highlights from the U.S. launch include:
- Amex is the official launch sponsor of ESPN+, Disney’s first direct-to-consumer subscription service.
- Traditional TV billboards were reinvented in this integrated campaign. The team lengthened and created custom slates featuring the new brand visual and audio to the Mega TV Billboards (as we call them), adding significant value.
- Robust OOH presence in New York, Los Angeles, San Francisco, and Chicago, including spectaculars and surrounding transportation hubs, partnering closely with Kinetic.
Check out some great images and the TV spot (plus learn more about the OOH) in this AdWeek article, and learn more about ESPN+ from ESPN’s press release below.
American Express Announced as Official Launch Sponsor of ESPN+
ESPN+ backed by American Express will offer fans a free, extended 30-day trial. Special April 10 All-Access Episode of SportsCenter on ESPN also backed by American Express
American Express will be the official launch sponsor of ESPN+ – the direct-to-consumer subscription streaming service from The Walt Disney Company’s Direct-to-Consumer and International group in partnership with ESPN – when it debuts on April 12.
ESPN+ backed by American Express will offer both cardholders and non-cardholders an extended 30-day free trial subscription during the first week of launch (April 12-18). As part of its sponsorship, American Express will also be the presenting sponsor of the entire 30 for 30 library, available only on ESPN+. The standard ESPN+ free trial period will be seven days.
“It is fitting to have a renowned brand like American Express on board as the official launch sponsor for a renowned moment in our company’s history,” said Ed Erhardt, President, ESPN Global Sales and Marketing. “Disney and ESPN continue to lead the industry in delivering innovative ad experiences and solutions for advertisers, and with ESPN+, we now have more opportunities to reach fans in new and engaging ways.”
“We understand that the way people live, work, and consume content today is changing and increasingly on-demand and we’re thrilled to be the official launch sponsor of ESPN+,” said Jill Hamilton, Vice President, US Media, American Express. “We know our consumers are always on the go — whether for business travel or in their personal lives – and ESPN+ allows a seamless way to still enjoy the live sports events and programming that they love.”
In addition to its sponsorship of ESPN+, American Express is also taking part in a unique episode of ESPN’s flagship program airing tonight called SportsCenter All-Access. Instead of running commercials during the breaks, SportsCenter All-Access will give fans a rare behind-the-scenes look at the program, backed by American Express.
The overall sponsorship was created and negotiated by Mindshare, American Express’ global media agency.
ESPN+ will be the first-ever multi-sport, direct-to-consumer subscription streaming service from The Walt Disney Company’s Direct-to-Consumer and International group in partnership with ESPN. It will offer fans thousands of additional live events, on-demand content and original programming not available on ESPN’s linear TV or digital networks. This includes hundreds of MLB, NHL and MLS games, Grand Slam tennis, Top Rank boxing, PGA Tour golf, college sports, international rugby, cricket, the full library 30 for 30 films and more. Fans can subscribe to ESPN+ for just $4.99 a month (or $49.99 per year) and cancel at any time.
Launching April 12, ESPN+ will be an integrated part of a completely redesigned ESPN App. Already the leading sports app, the new ESPN App will be the premier all-in-one digital sports platform for fans and is a showcase of the company’s culture of innovation. With a richer, increasingly more personalized experience, the new ESPN App will curate all of ESPN’s incredible content into an experience unique to each fan’s individual tastes. ESPN+ will also be available through ESPN.com.
