ESPN

LA LIGA CAMPAIGN

ESPN wanted to establish La Liga (Spain’s Premiere Soccer League) as the hottest property in Spanish Language Sports, for the American audience. Tasked with promoting, engaging, and driving viewership to both Hispanic and non-Hispanic markets, this experiential campaign utilized a multitude of digital platforms to bring home one over-riding message: “This isn’t just any league. This is La Liga.”

INTERACTIVE / REACTIVE ANIMATED WALL
Utilizing motion tracking technology and outdoor speakers, passers-by would experience the on-field, first person POV of a La Liga defender guarding against the pass. 

VIRTUAL SÚPER CLÁSICO (Times Square)
Utilizing holographic-projection technology and motion sensors, ESPN creates a near regulation size field in Times Square, enabling participants to merge the physical with the digital in a game of holographic soccer.

INTERACTIVE BILLBOARD (Times Square)
Spectators attending the Virtual Súper Clásico could engage in an interactive Tug-O-War match whereby crowds text a code determining which La Liga club emblem should be front and center.

GAME VIEWING BLOCK PARTIES
ESPN's Mobile Stadium cordons-off neighborhood streets and erects viewing screens to bring the live, Súper Clásico experience to Hispanic and non-Hispanic communities on game day.

ON-PREMISES VIRTUAL PENALTY KICK
Similar to a virtual golf simulator found at pro shops, the Virtual Penalty Kick would be placed in pubs and sports bars, allowing players to take shots against Real Madrid/ Barcelona goal keepers.

LIVE CLÁSICO FAN FEED
"La Liga Live" is a real-time fan feed which would broadcast instant messages via phones and stream live video of fan reactions from one location to another, in pubs and sports bars throughout Madrid, Barcelona, and key markets in the United States.

ESPN MOBILE APP SUITE
Create a suite of phone applications that work across multiple mobile platforms and provide utility to avid and casual fans alike. Applications within the suite would contain a video game, full La Liga schedule, alerts to upcoming games, the ability to plan meet-ups, order food and beverages from restaurants and FreshDirect.com for viewing parties, as well as contain exclusive syndicated content including streaming highlights and stats.

"Mano a Mano (One on One)" uses the iPhone's touch screen technology to flick your finger — kicking the ball in a challenge against the best goalies in the world.

ART DIRECTION: Husani Barnwell (ACD / Art Director)