LHC’s work on the IBM Watson x ESPN Fantasy Football project is part of our overall work for IBM Sports and Entertainment Partnerships, marketing the IBM technology behind The Masters, USOpen Tennis, and The Grammy’s.
The Opportunity
The 2019 Fantasy social program was a “huge lift,” spanning 17 consecutive weeks and demanding nearly twice the typical IBM Sports content output. The goals were: generate awareness at scale for a unique Watson consumer touchpoint; drive relevancy through contextual creative content; and craft a cohesive experience across channels.
Creative Insight
LHC executed a highly organized content creation plan to demonstrate the capabilities of the IBM Watson app. We developed a 10-person celebrity Fantasy Football league, creating a comprehensive content calendar of celebrity influencers using our tentpole content, such as a “Draft show” mid-season panel and developer meetups.
Execution
LHC organized and strategized a distribution of content on a larger scale and to a higher quality than IBM had achieved before. We created the full 17 week social media content calendar — for which we wrote social media copy for a wide range of celebrity influencers; created scripts for developer meetups; scripted and produced a three-episode video series; and advanced the narrative of the fantasy league with weekly updates.
Results
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WITH 10 MILLION USERS, AND 4.8 BILLION TOTAL USER INTERACTIONS
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35% OF WHICH WERE “SHOW MORE” AND 13% OF WHICH WERE “COMPARE”
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DELIVERED THROUGH SEASON
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ANALYZED BY IBM’S WATSON SOLUTION
Deliverables
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+300 Posts over 17 weeks across 8 influencers, 7 IBMers, and @IBMSports and other owned channels
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+23 Million Total social Impressions with over 1m engagements across influencer, IBMer, and IBMSports channels
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248k Organic impressions on IBMSports Twitter and Instagram channels with a 2.58% combined engagement rate