ESPN
College Football “Live” Billboard

To reach casual viewers during the College Football Playoff, we shifted the spotlight from the game to the fans and showed just how far they’d go for their teams.

We placed four superfans on a custom-built billboard 45 feet in the air, each representing a playoff team. They lived there for nearly two weeks, competing in games and challenges for prizes and fielding questions from the media and followers on social media. The whole thing was livestreamed on ESPN3.

The result was a bold, fan-first stunt that transformed a physical activation into a digital spectacle, and got people talking well beyond the sports world.

Client: ESPN
Agency: 160over90
Role: Executive Producer (Agency-side)