ESPN today announced “Get Clutch,” an interactive extension of WatchESPN’s animated “Clutch Way to Watch” brand campaign. The experiential website allows fans to create their own illustrated portraits and submit WatchESPN moments for a chance to be the lead in their own animated film. At least ten fan-sourced films will be hosted on the site, with a new one set to be released every month. The first animated film, sourced from Twitter, features Jennifer F, a college senior who saves the day on her spring break cruise thanks to WatchESPN. As was the case for Jennifer, each film will be narrated by the fan themselves.
Following the successful TV launch of WatchESPN’s “Clutch Way to Watch” campaign in February, ESPN sought out to develop an interactive experience that would allow fans to literally play a role in the animated campaign they inspired.
“The inspiration for this campaign came from real WatchESPN usage occasions shared by fans via Instagram and Twitter,” said Adriana Rizzo, senior director of marketing at ESPN. “The stories our fans have shared so far have been great, so it was only natural to get them involved in the campaign they essentially helped create.”
Fans will be able to submit their WatchESPN clutch moments on the site via webcam, microphone or text message. The best stories of the bunch will be used to create a new animated film each month, narrated by the fan themselves. Additionally, fans can design an illustrated self-portrait using the website’s customized portrait builder as well as record a voice message to animate their portrait, which can be shared with friends via social media.
‘The Clutch Way To Watch” campaign, developed in collaboration with creative agency 72andSunny, focuses on what WatchESPN delivers: live ESPN anytime, anywhere on all devices. The campaign features two animated superfans that live to celebrate all things clutch and watch big sports moments on the go. ESPN and 72andSunny enlisted the award-winning creative duo of James Blagden and Chris Isenberg from artist collective “No Mas” to bring the campaign to life and deliver their unique illustrative style, previously seen in ESPN’s documentary series 30 for 30 and on Grantland.com.
To learn more visit: WatchESPN.com/GetClutch
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