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- ESPN8: The Ocho
Brand: ESPN
Campaign: The Ocho
Read time: 3 minutes
💬 Overview 💬
In 2004, America fell in love with the ridiculousness that was the movie Dodgeball.
Even 20 years later, the inside jokes from the iconic movie are still referenced today.
You can’t talk about dodgeball (the sport) without referencing Dodge, Duck, Dip Dive… Dodge.
The film also featured a fictional TV channel called ESPN8: The Ocho, which aired dodgeball and many other obscure sports.
💙 The Branded Moment 💙
Nearly 20 years later, Dodgeball fans still referenced The Ocho.
ESPN realized there was actually demand for this network and decided to turn the inside joke into a reality.
In 2017, ESPN decided to air a full-day of ‘The Ocho’ programming on ESPNU during college off-season.
It was a success.
A year later (in 2018), they launched the program again, this time with the rights to air the Dodgeball movie.
Another home run for ESPN.
Then, in 2020, when live sports stopped due to the pandemic, they brought back ESPN The Ocho AGAIN, including a Fortnite Battle Royale stunt.
💡 Results 💡
In December 2023, ESPN officially launched ESPN8 on ABC.com and the ABC app as a FAST (free ad-supported streaming television) program.
The channel features real, obscure sports programming like:
Professional Cornhole
Foosball Championships
Pinball Invitationals
Arm Wrestling
Ambidextrous Axe Throwing
And so, so many more
And it’s pretty crazy when you think about it.
ESPN went from having 0 interest in obscure sports to giving it an entire channel on ABC.
All because of a joke from a MOVIE!
I don’t have official numbers on how well it’s doing, but I do have this reddit thread, which can confirm… the people LOVE it.
🎬 Take Action 🎬
Take a look at the cultural phenomenon’s surrounding your brand.
What are some jokes you could revitalize? What’s a beloved piece of pop culture history that fans would actually want IRL?
For example, if you’re a toy brand, bring in Tom Hanks to reprise his role in the movie Big. Or if you work on a coffee brand, you could get Jennifer Aniston to bring the coffee, reprising her role as Rachel from Friends.
By taking a piece of history and revitalizing it, you can excite fans AND cement your brand’s place in pop culture.
What’s New This Week
One new product I tried this week 👉 Finally caved and tried Halo Top’s baking mixes. Loved!
One new campaign I’m loving 👉 Wicked dropped its trailer, and I’m sooooo excited. Can’t wait to see it in November.
One new brand I’m following 👉 e.l.f. I just feel like they’ve been crushing social lately and I wanted to shout them out.
Brandkeeping
If you enjoyed this newsletter, please forward it on to 3 marketers you know!
And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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