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.
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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