AT&T and ESPN Team Up on World Cup Dual Language Bracket Predictor
June 7, 2014
In a deal that takes advantage of ESPN’s reach across English and Spanish-speaking sports fans, AT&T and ESPN have teamed up around the 2014 FIFA World Cup Brazil to encourage fans to test their knowledge and luck in the dual-language Bracket Predictor presented by AT&T. Prior to the first kick, users must choose which teams from the 32-team pool will advance throughout the tournament, with point totals assigned for each one they get correct.
Available on ESPN.com and ESPNdeportes.com, the bracket was designed so that fans can toggle between both Spanish and English language versions. It also features social elements built into the program to keep fans engaged throughout the tournament. ESPN is promoting the program across ESPN’s digital, mobile and social platforms – including ESPN.com, ESPNDeportes.com and ESPNFC.com. The program also receives visibility on air during World Cup studio programming.
“With soccer being the most popular sport in the world, we’re focused on connecting our U.S. Hispanic customers with their passions. We teamed up with ESPN to improve the overall fan experience this summer around the largest competition on the global soccer stage,” said Jennifer Jones, Vice President, AT&T Diverse Markets. “Our collaboration with ESPN gives fans a digital platform where they can share their brackets or ‘quinielas’ and see how their predictions compare to the rest of the world – allowing us to engage with this multicultural audience in English and Spanish and beyond the 31-day tournament.”
Added John Fitzgerald, Vice President of Multimedia Sales, ESPN Deportes, “ESPN has scale across both English and Spanish-speaking audiences, and this is a great example of how we can create an integrated, targeted program to help our clients reach consumers in an innovative, efficient and ongoing way. It takes a client like AT&T and an agency like MEC Bravo who are willing to look at their investments holistically. Total market programs like Bracket Predictor presented by AT&T represent a key differentiator for ESPN.”
