ESPN 30 for 30

Feeding fans’ hunger for the most compelling stories in sports.

Challenge

30 for 30 is 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.

Solution

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. We recruited Joey Chestnut, a hot dog-eating champion famous for his world record of 74 hot dogs eaten in 10 minutes, to throw 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.

Section 74

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 on the first base line.

Hot Dogs Fuel the Feeds

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 social media content exploded as Mets fans added their own organic content with the King of Coney Island, Joey Chestnut.

Joey also became the star of an instagram takeover as he surveyed his kingdom and celebrated with his royal fans throughout the day at Citi Field.

Results

We swung big with the approach and hit it out of the park with 1.5M social impressions. In addition to bases-clearing engagement, the program took home the pennant for influencer performance and positive fan interactions.