An Integrated Media Case Study Built By Home Depot
A lot of times when you see TV sponsorships, the creativity ends at sponsored vignettes and some online content. ESPN's College Gameday Built by the Home Depot, which has been evolving since 2003 and today enters its 23rd season, is one of the best examples of a truly integrated sponsorship originating from a media buy. ESPN (and by virtue of title sponsorship) Home Depot have worked hard to innovate the show into something that is fun, passionate and inviting to all college football fans. It's no big surprise that ESPN is the best at integrating partners into experiential since most of their programming is rooted in live events. While the show has always been a hit with college football fans, the show really took off in 2003 when Home Depot came in and created a set into an entire Gameday experience and cultural icon. When you consider the infrastructure needs required and the fact that ESPN has annually found new ways to extend the program, Home Depot's "reason for being" is a pretty evident.
Here's a few facts about the partnership you may not know:
If there's one area that Gameday could be dropping the ball, perhaps it's http://twitter.com/gamedayfootball. Look for more integration into the broadcast as the season goes along.