ESPN Previews Brand Campaign for SEC Network
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Today Southeastern Conference Commissioner Mike Slive and ESPN Senior Vice President Justin Connolly gave a first look into the upcoming brand campaign celebrating the launch of the SEC Network, the 24/7 television sports network and digital platform devoted to the SEC. National television spots, in addition to a preview of print advertisements, were revealed as part of a series of SEC Network programming announcements made at a press conference prior to the SEC football championship game at the Georgia Dome, in Atlanta.
The integrated campaign, developed in collaboration with North Carolina agency McKinney, celebrates the long-standing traditions and fandom of the Southeastern Conference and encourages fans to “Take It All In.” It will include a series of print, TV and online ads that not only focus on the overarching SEC Network, but also on each of the 14 schools of the SEC. The full campaign will roll out in 2014, leading into the launch of the network.
“With this campaign, we want to bring fans the grandeur of the SEC in a celebratory, immersive and real way,” said Justin Connolly. “McKinney demonstrated a keen understanding of the SEC and crystallized our vision for the network with this campaign.”
The first spot from the campaign can be seen here. Examples of the print campaign can be accessed here. Additional creative will roll out in coming months.
The SEC Network
The Southeastern Conference and ESPN have signed a 20-year agreement through 2034 to create and operate a multiplatform network which will launch in August 2014. The new network and its accompanying digital platform will air SEC content 24/7 including more than 1,000 events in its first year. The network will televise approximately 45 SEC football games, more than 100 men’s basketball games, 60 women’s basketball games, 75 baseball games, and events from across the SEC’s 21 sports annually. Programming will also include studio shows, original content such as SEC Storied, spring football games, signing day and pro days coverage. Hundreds of additional live events from various sports will be offered exclusively on the digital platform.
About McKinney
In 2012, McKinney was named the most effective independent agency in the world by Effie Worldwide. This year, the agency was named the third most effective agency office in North America by Effie and its client Mizuno USA, the most effective brand in North America.
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