ESPN, one of the world’s most popular and biggest sports media, is rolling out a brand-new direct-to-consumer or DTC service, and it is enlisting companies and brands like Lyft, Samsung, and even John Cena to be part of it, together with a beefed-up app. Here’s the scoop.
ESPN on the Road with Lyft
DTCs, or D2C services, are a business model wherein a brand sells its products directly to the end customer, bypassing traditional retail channels like wholesalers and retailers. This model allows brands to have more control over the customer experience, build stronger relationships, and gather valuable data.
Perhaps the most popular DTC business model is that of Avon. Avon may have its physical stores, but it uses ordinary people as sales agents to offer their products to other consumers, somewhat similar to networking companies.
Now, the ESPN sports channel is launching a fully-integrated marketing campaign inclusive of physical activations, historic and strategic brand collaborations, and unique digital experiences that audiences can see in the coming months.
“We designed our groundbreaking new product and campaign with our one mission in mind: to serve sports fans, anytime, anywhere,” stated Jo Fox, the deputy executive for the marketing division of ESPN. “Just as our new all-in-one DTC offering and enhanced ESPN App immerses fans with the sports, fantasy games, content, and analysis they love wherever they go, our campaign immerses fans with the ESPN brand they know and love, but in a new, surprising, and interactive way. From streets to stores to airports, trains, subways, and more, this is ESPN like you’ve never experienced it before, and we can’t wait.”
WWE superstar John Cena is headlining the commercials and TV spots, in collaboration with brands like Lyft, Samsung, and so much more.
In the spiel, Cena is the energetic coach who guides fans on the new ESPN DTC features in addition to what you usually experience on streaming platforms like Disney+ and Hulu. He is accompanied by mascots exclusively tapped for ESPN.
For the brand participation, Lyft will feature ESPN App-branded custom-wrapped Cadillac SUVs through high-traffic areas used for sporting events in New York and Los Angeles. The ridesharing platform is also integrated into the in-app map experience.
For Samsung, its devices will be integrated for the launch of the campaign, which happened today, August 21st. Fans can purchase all of ESPN, Disney+, and Hulu for a limited-time offering of almost $30 per month for a year without a yearly contract.
From New York City to Market Street
Meanwhile, in other Lyft news, Market Street let out all ridesharing and autonomous vehicles in the past, but this place is back on track again.
Next week, starting August 26th, passengers on Market Street could hail ridesharing and self-driving cars again, which were not present here for several years.
Beginning that day, the San Francisco Municipal Transportation Agency will allow Lyft Black, Waymo, and Uber Black to conduct pick-ups and drop-offs at up to seven designated locations along Market Street, but only during off-peak hours at:
- Mason Street, in front of IKEA
- Sixth Street, southeast, in front of Blick
- Taylor Street, northeast, in front of Warfield
- East of Jones Street, mid-block south, in front of Urban Alchemy
- East of Jones Street, mid-block north, in front of Prism apartments
- Seventh Street, across from Proper Hotel
- Eighth Street, southeast, Trinity Place, and Lighthouse for the Blind
“The Market Street corridor is key to our city’s recovery, and by thoughtfully expanding transportation options, we are going to bring residents and visitors back to enjoy everything Market Street has to offer,” Market Street’s government told Ridesharing Forum.