ESPN: Monster Storefront, ESPN Street-Level Interactive Game

Objective

ESPN sought to drive engagement for Monday Night Football by creating a memorable, high-impact experience in major urban markets. The campaign aimed to break through advertising clutter in high-traffic areas and appeal to both dedicated football fans and general audiences through interactive entertainment.

Solution

Wieden + Kennedy installed interactive touchscreen storefronts in New York, Chicago, and Boston where passersby could play a virtual catching game. Using gesture recognition and computer vision technology, players stood before the windows and attempted to catch footballs thrown by a virtual quarterback. The game featured ESPN talent providing audio commentary, selectable quarterback opponents, a national leaderboard, and a visual window-shattering effect when players missed. The five-week campaign created a simple yet engaging interaction that required no prior knowledge of football.

Results

The campaign exceeded expectations with peak lunch-hour engagement reaching 40 games per hour during its five-week run. By the end of the campaign, top leaderboard scores had more than doubled, surpassing initial test scores within the first hour. The game attracted diverse audiences beyond traditional football fans.