With ESPN+, the new direct-to-consumer streaming service from ESPN, it is crucial to clearly articulate what the product is, and what’s available for the low price of just $4.99 a month. Understanding the multiple communication imperatives, it was clear that there was no better way to increase awareness and drive intent-to-purchase of a new product then to get out on the street and talk directly to fans.

In partnership with the actor and comedian Keegan-Michael Key, ESPN put a creative leans into man-on-the-street style conversations to let fans know what ESPN+ is, how much it costs, and where the product is available to stream. Keegan's wholesome everyman persona and humorous charm is on full display as we produced modular content through authentic fan interactions while fans spotlighting ESPN+ value propositions.