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?
Hot dogs and baseball go hand in hand. And since Citi Field is in Coney’s backyard, it will serve as a perfect place to promote the newest installment in the 30 for 30 series
On 6/30 Joey Chestnut, a hot dog-eating champion, 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.
Joey was the star of an IG 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!