Wendy's Sponsors ESPN's Football Friday

  |  September 4, 2009   |  Comments

Wendy's signed on as the exclusive sponsor of ESPN's suite of football related content.

Everyone knows about Monday Night Football and Sunday Night Football. Starting today, there's Football Friday, ESPN's suite of football related content that launches across ESPN properties, including ESPN.com and ESPN Mobile. Wendy's signed on as the exclusive sponsor and is running a string of standard display and video ads across the digital properties.

The content platform was created by ESPN and Starcom's MediaVest, Wendy's media buying agency, to provide fans with a variety of football content to kick off their weekends. NFL and college content includes previews of upcoming games and other highlights that will run as short form video clips on the Web and mobile properties, said Lisa Valentino, ESPN's VP of digital advertising sales.

Wendy's will run fifteen-second pre-roll ads before each of three videos, and also brand them, Valentino said. The first two videos are highlights from "Mike & Mike in the Morning" and "The Herd with Colin Cowherd," which run on TV and radio. The third is a video created exclusively for the Web by ESPN featuring analysts discussing upcoming games.

Kristen Multer, MediaVest's VP, digital director, said Wendy's bought an exclusive sponsorship of the Football Friday content "to bring something new to the consumer. Friday is a hot day for football and we wanted to develop a platform."

In addition to homepage takeovers on ESPN.com, a separate Friday Football destination features a variety of standard rich media and Flash banners, along with the custom video units. Football Friday is being promoted at other areas of ESPN.com, including the college and pro football pages. Valentino said a series of co-branded units will also run across the site.

ESPN Mobile will feature a WAP page that includes a variety of college and NFL content, along with scoreboards, Multer said. The Football Friday page will also be available there, along with the video content.

The exclusive sponsorship will run through the regular football season, until January 1, 2010. ESPN.com attracts 17.1 million monthly uniques, according to comScore Media Metrix; nine million visit ESPN Mobile each month, according to M:Metrics.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...