BLEACHER REPORT - SPORTS ALPHABET
Bleacher Report is redefining the way we consume sports, but an extremely low unaided brand awareness had limited the brand’s reach. With a humble media budget, we needed to create something sharable and set the tone for the brand moving forward.
Bleacher Report is the social voice of sports. It is modern, culturally-relevant, and, in terms of traffic, Bleacher Report is THE challenger to ESPN.com. That’s the good news. The bad news is that Bleacher Report had an extremely low unaided brand awareness—between 7 and 10 percent. It was time to introduce Bleacher Report to the world in a way that was true to the brand—memorable, authentic and entertaining.
The media budget was small, and success wasn’t going to be based on paid media performance. We needed to dramatically increase Bleacher Report’s brand awareness through earned media impressions.
Bleacher Report sees sports differently. It doesn’t just present you with box scores and highlights, it covers the entire conversation around the world of sports as well. By doing this, Bleacher Report has redefined the way we talk about sports.
To help illustrate how Bleacher Report has changed the conversation around sports, we teamed up with Sacramento based-rap group Blackalicious and rerecorded its iconic song, “Alphabet Aerobics”. But this time, it would have a focus on the world of sports. The final product was the "Sports Alphabet", a music video featuring dynamic animation that can be cut down into 26 pieces of content to share with our eager audience.
The "Sports Alphabet" has earned major recognition during the 2016 awards season. At the One Show Awards, it won a Gold Pencil in the Animation for Branded Content category and a Silver Pencil in the Consumer Music Video category. It also earned Gold at the American Advertising Awards and top honors at the AICP awards.
Thus far, the "Sports Alphabet" has earned over 90 million media impressions, been streamed over 120,000 times through Spotify, and aired during primetime NFL, NBA and March Madness tournament games.