A Thursday morning subway ride in New York City, in the wake of the morning rush hour, is usually quiet and free of crowded platforms and trains. But load onto a train mascots from local sports teams, a drumline and a mob of reporters and curious onlookers, and you create a scene louder than rush hour.
That’s how ESPN unveiled its new direct-to-consumer and enhanced app on Thursday. The company took over New York’s “E” train — the “ESPN” train, if you will — with a mascot-filled ride.
ESPN Chairman Jimmy Pitaro, alongside various mascots of local teams like Mr. and Mrs. Met, Otto the Orange (Syracuse University), the NJ Devil, Sparky the Dragon, Sir Henry The Scarlet Knight (Rutgers University), Jonathan The Husky (University of Connecticut), The Pirate (Seton Hall University), The Red Fox (Marist University) and ESPN’s first-ever mascot, App-E rode the ESPN-branded “E” from the World Trade Center station.
“We designed our groundbreaking new product and campaign with our one mission in mind: to serve sports fans, anytime, anywhere.” said Jo Fox, Senior Vice President of Marketing at ESPN. “Just as our new all-in-one DTC offering and enhanced ESPN App immerses fans with the sports, fantasy games, content, and analysis they love wherever they go, our campaign immerses fans with the ESPN brand they know and love but in a new, surprising, and interactive way. From streets to stores to airports, trains, subways and more, this is ESPN like you’ve never experienced it before, and we can’t wait.”
The “E” train takeover is one of several ESPN campaign activations to promote the app. John Cena is a face of the campaign, guiding fans through the app’s features and the Disney+, Hulu, ESPN Bundle. The company is collaborating with Complex for the Grand Opening of their SoHo flagship store later this month, featuring a college football & US Open watch party on Aug. 30. ESPN is also collaborating with Lyft to feature ESPN App-wrapped Cadillac SUVs at sporting events in New York and Los Angeles.
ESPN will also host fans in its Billie Jean King National Tennis Center at the US Open tennis tournament in Queens.
The revamped ESPN app offers content, including all of ESPN’s live sports events, and programming from ESPN2, the SEC Network and ESPN on ABC. Studio shows and documentaries are also available. The app features fantasy sports, new betting integrations and a place to shop for fan gear.
The ESPN, Disney+ and Hulu bundle is available for $29.99 per month for 12 months beginning Thursday. The limited-time offer has no annual contract.
The white-wrapped subway cars will operate beginning Thursday for a four-week period.
Special platform announcements at the Spring Street “E” station featuring Stephen A. Smith, the co-host of “First Take,” are also part of the unveiling.
