With the NFL season approaching, ESPN launched this year’s online Fantasy Football toolkit with a revamped marketing campaign that highlights its features, as well as a series of comical TV spots, a Twitter handle and mobile banners.
Created in collaboration with creative agency Wieden+Kennedy New York, the ESPN Fantasy Football Commissioner Toolkit focuses on the role of every league’s commissioner as the centerpiece of all communications.
“Fantasy football commissioners have all the power in their leagues,” said NJ Placentra, Art Director at Wieden+Kennedy New York. “So it just made sense for the commissioner to be the voice of the campaign — the one telling fans about the toolkit.”
According to Alexander Green, associate director of Sports Marketing at ESPN, his team felt it was important to move away the general fantasy messaging and to focus instead on the game itself along with ways to ensure commissioners and players have an easier and more fun experience.
“We extended the toolkit to include players for the first time [limited to Commissioners last year], and developed new tools like Press Conferences and Smack Talk Generator to help fantasy stay fun and engaging throughout the season [last year’s tools were primarily focused on the start of the season],” Green said.
The TV spots, currently airing on ESPN, feature actor Murphy Guyer as a “Commissioner Commissioner,” in charge of “police and fantasy football” — with the tagline “It’s Good to Be Commissioner.”
In addition, ESPN has launched the @CommishCommish Twitter handle, a social extension of the character.
“Murphy has played fantasy football for a number of years, so it felt like he really understood the benefit of the tools he was discussing in the spots,” said Green. “He really just embodies the idea of the Commissioner Commissioner, and I think that comes through in the campaign.”