30 for 30 is the title for a series of documentary films airing on ESPN, highlighting interesting people and events in sports history.
How do you grab national attention with a stunt that puts 30 for 30 in the spotlight while also driving viewership of their latest film? You put a cultural icon center stage in a city where the lights never stop shining.
Hot dogs and baseball go hand in hand. And since Citi Field is in Coney’s backyard, it served as the perfect place to promote the newest installment in the 30 for 30 series. Our story began with a disruptive stunt in Grand Central Station, picked up momentum by flooding an entire subway train, and eventually paraded into Citi Field to take over a whole section field level on the first base line.
On 6/30 Joey Chestnut, a hot dog-eating champion famous for his world record of 74 hot dogs eaten in 10 minutes, threw the first pitch at Citi Field to celebrate the release of the ESPN 30 for 30 film, The Good, The Bad, The Hungry. He was joined by a posse of 74 cheering, hot dog costume-wearing influencers.
ESPN 30 for 30 teamed up with The Infinite Agency to send 8 New York City-based digital influencers to capture content and drive awareness of the film. This content exploded as Mets fans added their own organic content with the King of Coney Island, Joey Chestnut.
Joey was the star of an Instagram story takeover as he went about his day at Citi Field. It reached over 435k accounts and had a retention rate (percentage of people who finished the full 9-slide story) of 83%.
The overall audience sentiment of 44% exceeded the Entertainment benchmark of (41%) by 3%. This shows how the Influencers drove a strong positive conversation around the brand.
3 out of the 3 macro talent (Bryan, Dayna & Brian Lee, and Dara the Skinny Pig) all exceeded their benchmark engagement rates for previously sponsored content!