ESPN’s College Game Day

Home Depot’s annual partnership with ESPN and College Game Day needed reimagining in 2020 as a result of the global pandemic and an unpredictable football season.

The content package my team produced included three hero videos to be leveraged across social and digital video, hi-res photography for digital and print usage, and ESPN collateral including CGD Bus Wrap.

Vendors included: Google, Traeger, Behr Paint, Coca Cola, and Clorox (Kingsford Charcoal & Glad Trash Bags).

Hero Video Content

Sample Custom Photography

Social Media

Display Units

The final videos leaned heavily on CGI and special effects to splice our stories and talent together, without actually filming together. In addition to requiring ESPN and CGD talent approvals on all concepts, we championed vendor buy-in, ensuring satisfaction on product scenarios, usage, and visual representation.

Results:

The campaign registered impressive results with 133.7M total social impressions, through upper and mid-funnel paid execution. As a standout creative unit, our custom Snapchat filter leaned heavy on in-app gamification, bringing the fun to each individual user. We saw record-high playtime results, with the average user playtime coming in at 0:17.6 seconds (+135% v. 0:7.5 sec industry benchmark).