2. Robert Gottlieb, then SVP Marketing for FOX SPORTS,
had a massive project and almost no time.
It was late January, 2013.
He had to launch a viable alternative to ESPN.
By August.
And it HAD to work.
He called me to help.
I had successfully rebranded a number of TV networks
(The WB, ABC, Discovery International, G4) and we
shared a common passion for smart brand messaging
delivered via impeccably-produced marketing assets.
We broke down our challenge immediately.
3. FOX Pedigree
STRENGTHS We had a lot going for us:
Relationships with Carriers
Relationships with Advertisers
Relationships with Fans
Promising Programming Slate (content agreements with most major sports leagues)
WEAKNESSES We had significant challenges:
Tight timeline
Limited staff
OPPORTUNITIES We had a big one:
Initial Market research indicated that there was a perception in American audiences, that
ESPN had made sports too corporate, too stuffy, too removed from the fans.
THREATS We weren’t alone:
NBC Sports and CBS Sports had barely made a dent in ESPN’s armor. Would we fare any
better?
4. In defining our brand, we first identified our audiences.
For Fox Sports 1 to succeed, we needed buy in
from 4 distinct constituencies:
CARRIAGE PARTNERS
CONTENT PARTNERS
FANS
ADVERTISERS
5. CARRIAGE PARTNERS
& CONTENT PARTNERS
needed to believe in us.
ADVERTISERS
& FANS
needed a compelling reason to choose us.
6.
7. After much thought, we arrived at our BRAND PROMISE:
making sports fun again
And we began breaking that promise down for B2B and B2C communications
8. Robert hit the road,
presenting our brand
vision to sports leagues
and carriage partners,
earning their trust in our
approach.
9. I began work on our first
Fox Sports Upfront
where we would officially
announce the new
network.
10. 2013
Fox Sports
Upfront
As Creative Director, I oversaw production of:
NINE DISCRETE SIZZLE REELS
5 Produced in-house
4 Produced by vendors
A COMPREHENSIVE DESIGN PACKAGE
Environmental & On-screen graphics
Program & Other Printed Materials
Down to our Email signatures
11. The Upfront was a huge success.
Advertisers and The Press were on our side.
12. We had 3 out of 4:
CARRIAGE PARTNERS
CONTENT PARTNERS
FANS
ADVERTISERS
Agreements with Comcast, Charter Communications, Cox Communications, Verizon FiOS,AT&T
U-verse, Cablevision, Bright House Networks, Mediacom, Suddenlink Communications, Cable
One , Time Warner Cable, DirecTV and Dish Network had us in 90 MILLION HOMES
Agreements with NFL, MLB, College Leagues, NASCAR and The UFC guaranteed competitive
content starting on DAY 1
The Upfront convinced advertisers to bet heavily on FOX SPORTS 1
But without the 4th… it meant NOTHING
It was time to speak directly to the consumer.
13. To represent the diversity of
voices on FOX SPORTS 1,
we commissioned a slate of
network IDs, called “Stingers”
from 24 of the best agencies
in the world.
15. By combining world-class production value with a
sense of irreverence, we simultaneously communicated
CREDIBILITY to our partners, and FUN to our fans.
16. We heavily promoted
Fox Sports 1's launch
through its various TV,
online & social
media platforms,
including appearances
of Fox Sports 1 talent
on existing Fox
programming
& online posting of its
shows' pre-launch
rehearsals
17. The UFC and it’s reality show,
The Ultimate Fighter
were central to our strategy
18. We partnered with multiple
agencies to create a launch
campaign and design toolkit
for UFC fights as well as
The Ultimate Fighter
20. “Good morning and welcome to the very first day of Fox Sports 1. Here on America's new
sports network, our promise to you is that we will share your passion for the game, never take
ourselves too seriously, and, most importantly, never put ourselves above the game nor the
athletes. We will be informative without ever sacrificing accuracy. We work for you, the fan,
and every day we will live up to this simple promise. Now let's get on with the show.”
21. “Fox Sports 1 got off to a solid start on its first day.
The channel, which launched Saturday in about
90 million homes, drew an average of 1.7 million
viewers in primetime (8-11 p.m. ET), according to
Nielsen Media Research Fast National data, with a
broadcast of UFC Fight Night: Shogun vs. Sonnen.”
