We were approached by ESPN Films: 30 for 30 brand to help increase viewers for the upcoming film, “This Was the XFL.” ESPN asked us to leverage the exclusive XFL Hall of Fame exhibit in New York City to generate buzz for the airing of the film on February 2nd, 2016.
Our main objectives were to drive tune-in and build awareness for the film, outside of the typical ESPN Films: 30 for 30 audience, by creating a must-watch proposition with new and innovative tactics for the brand. By utilizing a content-heavy influencer program we were able to reach untapped consumers and generated additional buzz for “This Was the XFL.”
To support the influencer program, we developed an XFL-inspired landing page for people to engage with. Similar to the iconic uniforms from the league, the microsite allowed people to customize their own XFL-worthy nickname and add it to the back of any XFL jersey, to be used as a photo filter. Fans could then upload a photo with their jersey and share it across their social channels.