There's a lot of crazy drama in fantasy baseball leagues: mistrust, backstabbing, unholy alliances, shady trades, and, of course, collusion. To channel this truth and drive sign-ups, we turned to ESPN's partner ABC, shot on actual soap sets and paired top stars from "One Life to Life" and "All My Children" with ESPN personalities and MLB stars like Chase Utley, Jorge Posada, Hanley Ramirez and Torii Hunter. Role: CD/CW. Agency: Arnold.
Part of playing fantasy sports is talking smack to your friends. So we created these
videos to send to your friends that allowed you to criticize their moves with our
Endless Drama soap actors.
And we created a mini-site that won a 2009 Silver in the New York Festivals for integrated campaigns, and was a Communication Arts Interactive Pick.