ESPN Deportes is looking to sync fans with a second-screen experience during live sporting events, beginning with the Sept. 14 boxing match between Floyd Mayweather and Canelo Alvarez.
ESPN Sync is the first Spanish-language Web-based app that enhances sports viewing before, during and after live events. The interaction features live streams focusing on analysis and discussion; a timeline with real-time scores and stats that allows users to interact synchronously with the event; and videos, polling and trivia. All of this will occur as users remain connected to the social media world.
ESPN Sync is available at www.espnsync.com on iOS, Android or Windows plaforms without the need to download any supporting software.
The worldwide leader teamed with Tapestry, a division of SMG Multicultural, in signing multiple brands to exclusive, year-long advertising pacts on ESPN Sync. Starcom MediaVest Group officials would not disclose which clients are involved with the Mayweather-Canelo bout.
The parties did say that up to four brands will rotate for each event using integrations via display, video, and product and logo placements. In addition to regular digital assets, ESPN Sync will feature sponsorship functionalities that allow connecting linear TV advertising with the second-screen experience, in real time. To that end, when an ad airs on television, it triggers the appropriate interactivity on ESPN Sync through which users can engage with the brand.
The Sept. 14 debut will present comprehensive content around the Mayweather-Canelo match that includes a video stream with live reactions and discussions during the fight from ESPN Deportes’ boxing experts Delving Rodriguez, Leopoldo Gonzalez, Alex Pombo and Pablo Viruega. Live stats and updates will be featured while Puerto Rican referee Joe Cortez shares his unofficial scorecard during the fight. The social conversations will be branded under the hashtag #MayweatherCanelo for fans to interact with others on Twitter and Facebook.
“The launch of the first Spanish-language sports TV companion shows our commitment to offering multiplatform access to the most relevant sports content and analysis during live events,” said ESPN Deportes general manager Lino Garcia in a statement. “Hispanic fans are spending more time on our digital properties and the simultaneous use of TV and mobile is rising – ESPN Sync provides a second screen experience for fans and unique marketing opportunities for advertisers.”
At this juncture, ESPN Sync also plans to line up live streaming and attendant content around 60 events over the next year, including the World Series, CONMEBOL and CONCACAF World Cup Qualifiers, UEFA Champions League, Liga MX, Copa MX, NFL playoffs, MLB games, the NBA Finals, Super Copa and the ESPY Awards.
ESPN Sync will be in play for the upcoming events: