ESPN: Branded content is very important because storytelling is part of our DNA

Mi Ruta, presented by Mastercard is a series that depicts the lives of legends and modern idols of Latin American soccer. It is aired on Sundays.

“Our ESPN Originals team created the program to support the Mastercard Start Something Priceless campaign. One of the goals was to inspire a new generation of disruptive consumers who are shaping their own paths to reach their dreams. We had several meeting with the Mastercard and IPG team to understand what they were seeking to convey and that way managed to define the concept of the program,” explained Nicholas Ayala, Senior Manager, Multimedia Sales at ESPN Latin America.

For the company, branded content is very important because storytelling it is part of its DNA, which differentiates them.

“In almost everything we do, we are always looking for unique and different ways to enrich our ways to tell stories and branded content plays a key role in that. Additionally, the brand must be flexible to allow us to tell a story in our unique way and thus assure we will captivate the audience so they will remember it,” he pointed out.

ESPN also worked in another content initiative with FedEx, whose goal was to increase their perception and consideration, using an event like the World Cup, without being an official sponsor.

Together with OMD, they created an advertising mention that allowed FedEx to grow their brand consideration 13% and their perception 4%.