ESPN: Promoting 'Face' ValueLaunches social campaign with Twitter, returns popular '30 for 30' series 5/21/2012 12:01:00 AM Eastern
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en Español Gets in the Game
ESPN wants to see its viewers'
"Game Face." That will be a big
part of the network's collaboration
with Twitter on a social media campaign
set to begin in June. The partnership
will develop interactive programs --
co-created by ESPN and Twitter -- to be
promoted across Twitter, ESPN networks
and ABC and ESPN's digital assets, including
ESPN.com and ESPN Mobile.
The first program, titled "GameFace,"
will kick off during next month's NBA
Finals. Integrated throughout the live
broadcasts on ABC and ESPN's NBA
studio program NBA Tonight, the initiative
will ask fans to tweet their "game
face" (using the #gameface hashtag), and
NBA Tonight will ultimately unveil their
favorites. At the conclusion of the Finals,
analyst Jalen Rose will tweet his top five
faces, with the best one receiving a tour
of ESPN headquarters in Bristol, Conn.
"Working together, ESPN and Twitter
are giving marketers a clear and powerful
way to link on-air and
online social conversations
around sports," said
Joel Lunenfeld, Twitter
VP of global brand strategy.
"It's the first time advertisers
can engage the
audience around ESPN's
premier content across
screens, and where the
conversation is happening
The social media campaign
will also include
the Global X Games, the
road to the BCS NCAA football championship,
the Super Bowl, World Series and
NCAA's men's basketball tournament.
ESPN also said last week that ESPN
Films will return the popular 30 for 30
series of documentaries. The first iteration
featured collaborations with directors
including Peter Berg, Berry Levinson
and Ice Cube; 30 for 30 Vol. II will
premiere in October.
"30 for 30 was conceived
as a finite collection, and
when the original series
ended in December of
2010 with Pony Excess, we
had underestimated the
strength of the connection
fans had made between
and the 30 for 30 brand,"
said Connor Schell, VP of
ESPN Films. "We're proud
to have created a brand
that has become synonymous
with quality sports storytelling, and
we see value in bringing back a second
collection of 30 films."
In addition, a series of digital short films, under the title 30 for 30 Shorts, will
run on the network's offshoot Website,
Grantland.com. A new short film will debut
each month, beginning in September.
Grantland editor-in-chief Bill Simmons who serves as executive producer for the
30 for 30 series will host podcasts with
each of the filmmakers as well.
Grantland will also launch a YouTube
channel this summer.
In celebration of the 40th anniversary
of Title IX, ESPN Films will premiere
Nine for IX, a series of docu-films about
women in sports. Films will air on ESPN
in primetime and ABC on Saturdays beginning
in summer 2013. Last week, the
network started another weekly series in
honor of Title IX, In the Game With Robin
Roberts, which will feature the ABC Good
Mornning America anchor interviewing
prominent female athletes. The series
will air Thursdays inside SportsCenter
during the 9 a.m.-12 p.m. ET hours. The
series will also run across espnW.com