And the network suggested that Van Pelt will include lots of his trademark “self-deprecating wit.” Dan Patrick will serve as the show’s first guest. There will be a signature set, with new lighting and a desk, and a new cut of the “SportsCenter” theme produced by Timbaland. This “SportsCenter” arrives with ideas for segments like a bit of Van Pelt’s signature commentary, or “Best Thing I Saw Today,” a pick by the host of his favorite thing of the day. Why would he? This is a sports-news program on ESPN.Īnd yet, when Van Pelt greets viewers tuning into a new midnight edition of “ SportsCenter” as Labor Day melts back into the working week, he may offer a few elements that would make his program a distant cousin, perhaps, to the antics-filled shows seen elsewhere at that time from Jimmy Fallon or Jimmy Kimmel.
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There will be no in-studio band, and he won’t stand up in front of a microphone and spout a series of one-liners about whatever was trending on social media during the day.
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The first Home Base segment with Kittle can be seen in full here.When Scott Van Pelt comes on the set of his new show at midnight at the tail end of Labor Day, he won’t have many of the trappings one might expect. I think the idea is that Disney’s social reach is tremendous, and it’s an opportunity for brands to really take advantage of the scale we deliver on our social channels.” “For multiple brands, we’re looking to do new, innovative content series. He said this concept of partnering with brands for digital video series is something Disney’s looking to explore further. They’re probably only 18 months old at this point, and they’re certainly taking the industry by storm.” It’s certainly a new way to touch consumers.”ĭenby said he’s thrilled with how the series came out, and it’s another feather in the cap for ESPN’s CreativeWorks team. It’s reaching that younger new consumer, the millennial and the Gen Z. This has Gary Striewski, who is our host of SportsCenter on Snap, and a good part of the viewers of SportsCenter on Snap do not watch linear SportsCenter. “It’s the aspect of who is on our social channels. Denby said the social channels are also important because of the audience demographics there, and that led to the choice of SportsCenter on Snap host Gary Striewski to host these segments.
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This is a content series specifically made for ESPN social channels rather than linear TV ad spots, which allows for that extra length. The social footprint is an interesting part of this. It’s just a lot of really cool content, and I think with our vast scale on our social footprint, it should do really well.” I loved the Kittle one where you run in and he shows the bear. And then they tell their military story, their connection to the military and why that means so much to them. Denby said those kinds of personal glimpses into the athletes’ lives help make this notable and interesting content for viewers. The full video can be seen here, and it features Kittle and his wife Claire showing off a seven-foot bear painting (seen above) at the start and talking about why that’s important to him. So it’s a nice connection, and a new way for to get that message out and talk about their brand.” And then USAA is a big supporter of the military, because you have to be a military member or your family has to have a military member to have a USAA policy, so they serve the military, and they do a great job of doing that. “What they’re insuring is their home, so they’re talking about that being a safe place and what they like about their home. “Brands are looking for new ways to tell these stories, and this was a natural connection with these athletes at their homes, talking about what they like about their homes, and then talking about their ties to the military, which was a nice fit for USAA,” Denby said.
This sort of episodic branded content on ESPN social channels marks a new step for the company, and Mike Denby, a senior vice-president at Disney Advertising Sales, spoke to AA Tuesday about the partnership between ESPN, USAA, and Publicis Groupe (USAA’s ad agency of record) that was needed to pull this off.
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The series, which will air on ESPN’s Facebook and YouTube channels, will feature six athletes showing off their homes and talking about their connections to the military it started with a six-minute video featuring San Francisco 49ers tight end George Kittle, with upcoming installments set to feature fellow NFL players Chase Young, Justin Fields and Aaron Jones, plus MMA fighters Liz Carmouche and Randy Couture. On Tuesday, ESPN debuted a new branded content series titled Home Base with USAA.
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