The 2015 ESPYS

SOCIAL MEDIA RECAP 6.20 – 7.16

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Executive summary Key Highlights:

• Digital Video: Significant coordination ensured all video content was ready to post immediately upon airing, allowing us to own the conversation and avoid major outlets pirating our videos.

• Generated 7.3MM views across all platforms, +4% YOY despite Drake’s ’14 “Side Pieces” clip (+28% YOY without this video).

• Voting & Traffic: Leveraged social to help drive 23MM votes (on par with 2014) and 3MM uniques (+51% YOY), much higher than expected after losing the dedicated voting module in the redesign.

• Social: Secured priority placement and maintained significant presence across all major social platforms, including:

• Twitter: 1.2MM tweets sent around broadcast, making it the most tweeted event of week beating MLB All-Star game by 50%; Native voting cards and enhanced discoverability via Prompt (dedicated promotion on top of timeline).

• Facebook: The ESPN social team led the charge during live show, generating 3.2MM post clicks within 24 hours of the broadcast; SportsCenter mirrored strategy.

• Instagram: @ESPN’s 19 behind-the-scenes red carpet and live show posts received 1.3MM+ likes. @GMA’s 17 total posts, featuring content from the Body Party, red carpet and live show drove 567k engagements.

• Snapchat: 24-hour Live Story garnered 12MM global uniques, while ESPN Snapchat Discover editions day of and day after show had 1.7MM and 1.2MM uniques respectively.

• https://vimeo.com/snapchat/review/133712957/faa2c8da83

• pw: ESPY$2015

Why we were successful:

• Optimal collaboration and pre-planning with multiple teams to ensure we were first and best across all platforms, especially with digital video content.

• Worked hand-in-hand with all major ESPN and ABC social accounts to produce and amplify a plethora of behind-the-scenes and breaking ESPYS content leading up to and during the live show.

• Maggievision was instrumental in securing time with top tier athletes to create exclusive content, like Gronk’s pop-o-shot contest and autographed selfies with Abby Wambach and OBJ.

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Strategic Overview Objective #1: Drive voting.

Strategies/Tactics:

• Supported launch of voting for the GMA nomination show which aired 6/24.

• Employed Twitter voting cards to help boost voting for a select number of categories.

• Worked with ESPN and ABC social to support relevant categories.

• Engaged athletes, teams and celebrities by tweeting at them and encouraging participation via Maggievision.

• Supported efforts to secure priority placement of voting on Page 1, NOW feed and sport vertical rivers.

Objective #2: Drive tune-in and own the social conversation.

Strategies/Tactics:

• Coordinated efforts across ESPN.com, including Page 1 takeover and real-time integration with NOW feed.

• Collaborated with ESPN and ABC handles across major social platforms to cross-promote content to provide full show coverage.

• Worked with Digital Video to ensure clips were posted immediately to Facebook and Twitter upon airing, thus preventing users from viewing our best content elsewhere.

• Created exclusive videos/photos with athletes and celebrities, most notably on Instagram.

• Utilized Snapchat Discover and Live Story to serve key demographic.

• Enhanced discoverability of @ESPYS handle with Twitter Prompt.

Other Initiatives:

• Supported sales programs leading up to and during several ESPYS-related events.

• Supported ESPY Day and overarching V Foundation efforts, helping to raise $3.75MM:

• Promoted auction items and sweepstakes, in addition to securing support from relevant ESPN handles.

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Television

• Best ESPYS broadcast to-date: 6.0 rating (6.9 peak) +253% from ‘14 show.

• Gave ABC its most-watched summer Wednesday in 10 years.

Digital Video (See Next Page for Deep-Dive)

• Generated 7.3MM views across platforms, +4% YOY; would have been +28% YOY without viral success of 2014 “Side Pieces” video.

• 72% of views (5.2MM) driven by the 21 videos posted in real time during live show.

• Pre-produced Caitlyn Jenner / Ashe Award package was most viewed video of entire ESPYS portfolio with 1.4MM views.

Traffic & Voting

• Helped drive growth for ESPYS votes and traffic on ESPN.com despite losing dedicated voting module following redesign.

• 23MM total votes across categories (including 400k+ from Twitter Voting Cards).

• ESPYS pages had 22MM PVs (+14% YOY) and 3MM uniques (+51% YOY).

• Social drove 25% of referrals to ESPYS content, +19% YOY*.

Social

• Twitter:

• 1.2MM tweets sent around broadcast made it most tweeted event of week, beating MLB All-Star game by 50%.

• @ESPYS had triple-digit follower and 33% unique audience growth YOY.

• Twitter Prompt drove 55k clicks to @ESPYS profile page.

• @SportsCenter posts honoring Stuart Scott and Leah Still averaged 19.6k RT (11x @SportsCenter’s RT average).

• Facebook:

• ESPN’s 22 posts during live show window drove 1.2MM clicks to ESPN.com.

• @SportsCenter’s 15 custom art and digital video posts had 450k likes and 35k shares.

• Instagram:

• ESPN increased their posting frequency 300%, with 19 posts garnering 1.3MM likes.

• Exclusive content throughout the week drove 567k engagements.

• Snapchat:

• 24-hour Live Story had 12MM global uniques.

• ESPN Discover editions day of and day after show had 1.7MM and 1.2MM uniques respectively.

• Iman Shumpert took over the GMA account the day before the show.

Overall Metrics PERFORMANCE SUMMARY

Note: Metrics from 2014 are from 6/20 to 7/17, while metrics from 2015 are from 6/24 to 7/16.

*2014 numbers skewed because of tracking issues in Adobe. Most notably, 2014 metrics are almost entirely desktop-only.

Key metrics for the 21 videos posted during live show, which drove 5.2MM* of the 7.3MM total ESPYS video views:

• 51% of views came from ESPN.com followed by 39% from Twitter video card (Chart below).

• 6 pre-produced pieces drove 2MM views, +10% YOY.

• Caitlyn Jenner / Arthur Ashe award package was top performer with 1.4MM views; 14th top video on ESPN.com in 2015 to-date.

• 13 live moment videos drove 3MM total views, -32% YOY*.

• Best live moment was Caitlyn’s acceptance speech with 1.2MM views.

• Posted 3 additional videos in 2015 than 2014.

• Alex Rodriguez apology skit was top performer.

• Combined, the Caitlyn Jenner videos accounted for 49% of all live show video views**.

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Live SHOW Digital Video Deep-dive

27%

22% 6% 6%

6%

% of Video Views by Content Caitlyn Jenner Package

Caitlyn Jenner Speech

Ken Jeong/A-Rod skit

Devon Still Speech

Steph Curry Speech

39%

51%

5% 5%

% of Video Views by Platform

TwitterCard

ESPN.com

Facebook Referrals

ESPN App

*YOY drop inflated by viral success of “Side Pieces,” in 2014; overall live show views -17% **Does not include Leah Still pre-produced package, which couldn’t be posted to mobile/social due to NFL Footage.

ESPYS Social CONTENT SNAPSHOT

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“Top 5 Moments Countdown” and exclusive behind-the-scenes athlete content posted / amplified by ESPYS and all major ESPN/ABC handles across platforms leading up to show.

Twitter voting efforts included native voting cards for Best Male, Female and Breakthrough Athletes and custom art

used 50+ times by leagues (@NBA and @UFC), teams (@Packers) and relevant other brands like the show

“Community.”

ESPYS and all main ESPN/ABC accounts live-posted major announcements/moments throughout the East and West

Coast airings.

Produced Snapchat Live Story, and featured ESPYS content in ESPN Discover Editions day of and day after show.

Social Account support overview

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ABC: • Platforms: Facebook, Twitter, Instagram and Snapchat. • Accounts: GMA, Nightline, ABC News and World News. • Voting Support: GMA Nomination show on 6/24 and drove fans to vote

on ESPN.com. • Pre-Show Content: Iman Shumpert GMA Snapchat takeover. • Live Show: Live tweeted red carpet and announced winners with custom

shareable art.

ESPN: • Platforms: Facebook, Twitter, Instagram and Snapchat Discover. • Voting Support: Native posts and voting card recirculation. • Pre-Show Content: Posted ESPYS top moments and supported @ESPYS

nomination show live tweeting. • Live Show: Red carpet and backstage access, live-posted winners with

custom shareable art and captured exclusive behind-the-scenes content for NOW feed.

SportsCenter: • Platforms: Facebook, Twitter, Instagram. • Voting Support: Native social posts and recirculation of voting cards. • Live Show: Red carpet coverage, announced winners, posted unique

shareable art during both airings and shared several digital videos.

Other Sport Verticals: • Platforms: Facebook, Twitter and Instagram. • Voting Support: Posting CTA’s for fans to vote on relevant categories. • Live Show: Red carpet access and relevant winner updates / @ESPYS

post amplification.

Appendix

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Digital Video Breakdown Videos Posted during live show window

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Feature Total views % of Total Video Views Twitter Card Uniques % of This Video's Views Facebook Referrals % of This Video's

Views Other % of This Video's Views

Caitlyn Jenner Package 1,402,359 27% 1,117,583 80% 20,895 1% 263,881 19%

Caitlyn Jenner Speech 1,149,816 22% 128,920 11% 83,294 7% 937,602 82%

Ken Jeong/A-Rod 312,174 6% 100,137 32% 6,986 2% 205,051 66%

Devon Still* 310,095 6% 127,924 41% 8,635 3% 173,536 56%

Steph Curry 298,367 6% 114,394 38% 17,913 6% 166,060 56%

Ronda Rousey - Best Female Athlete 275,730 5% 35,175 13% 29,967 11% 210,588 76%

Joel McHale monologue 262,128 5% 80,929 31% 12,408 5% 168,791 64%

USWNT 228,202 4% 25,527 11% 9,919 4% 192,756 84%

Caliendo Short 196,748 4% 87,626 45% 14,832 8% 94,290 48%

Best Championship performance/Speech 149,395 3% 22,152 15% 13,848 9% 113,395 76%

Lauren Hill: Best moment 124,683 2% 78,050 63% 7,545 6% 39,088 31%

Jeter 120,973 2% 28,714 24% 8,874 7% 83,385 69%

30 for 30 Short 79,968 2% 43,368 54% 3,527 4% 33,073 41%

Lauren Hill: Best moment 2 67,019 1% 26,412 39% 381 1% 40,226 60%

Gronk/Comeback 59,706 1% 19,171 32% 4,029 7% 36,506 61%

Odell Beckham Jr. 59,310 1% 29,138 49% 1,123 2% 29,049 49%

Green Accepts Award 34,279 1% 10,815 32% 1,852 5% 21,612 63%

Danielle Green 32,710 1% 14,914 46% 1,105 3% 16,691 51%

Leah Still: Jimmy V 27,949 1% 704 3% 5,592 20% 21,653 77%

Manning speech 27,139 1% 194 1% 812 3% 26,133 96%

Mo'ne speech 13,013 0% 65 0% 1,113 9% 11,835 91%

TOTAL 5,231,763 2,091,912 254,650 2,885,201

Note: Other refers to ESPN.com and ESPN app. *Leah Still Award Package could not be viewed on mobile/social due to NFL footage.

75%

19%

1%

5%

% of Caitlyn Jenner Award Package Views By Platform

TwitterCard

ESPN.com

Facebook Referrals

ESPN App

Caitlyn Jenner Package Background

• Coordinated with Maggievision to receive file before show and securely share with Digital Video newsroom to process.

• As soon as feature aired, it was posted to social.

General Live Show Metrics:

• 1.2MM tweets sent around broadcast, most tweeted event of week beating MLB All-Star game by 50%.

• #ESPYS was #1 Worldwide and US Trend, driven by 800+ tweets containing word “ESPYS.”

• Tweets with “ESPYS” in the copy were exposed to 12MM unique accounts, +33% YOY.

@ESPYS Live Show Metrics

• Grew to 102k followers (+36%), with 36k coming on show day ( +478% YOY, +450% from '13).

• 71 @ESPYS tweets (56 in 2014) had 16.5MM+ impressions (+23% YOY) and ~15k engagements per post.

• Top @ESPYS tweet was Derek Jeter Icon Award custom artwork with 1.2MM impressions and 5k retweets.

• Top mention of @ESPYS was @SportsCenter’s tweet driving to Caitlyn Jenner acceptance speech video.

• Prompt (screenshot to the right) reached 2.5MM unique users and drove 55.4K clicks to @ESPYS home timeline.

Original Content Metrics:

• “60 Seconds with A-Rod” video generated 14.3k starts and was shared by @AROD and many large ESPN/ABC accounts.

• Gronkowski brothers pop-o-shot video produced 50k views.

Voting Cards:

• Best Male, Female and Breakthrough Athlete drove 426k votes & 67MM impressions.

• Helped make Best Male (809k votes) and Female (801k votes) Athlete the most voted-on categories across platforms.

Twitter Deep-dive

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Twitter Prompt

ESPN

• Coordinated, pre-planned digital video efforts enabled ESPN social team to take a non-traditional, aggressive approach to the platform.

• Generated 3.2MM+ post clicks from 22 links.

• Drove 1.2MM link clicks back to ESPN within 24 hours of the show.

SportsCenter:

• Mirrored ESPN’s strategy with heavy emphasis on shareable art and digital video.

• 15 posts, 450K likes and 35K shares.

ABC:

• ABC News: 8 posts featuring shareable art and acceptance speech videos on ABCNews.com reached 194k people and had 19k shares.

• GMA: Winner updates during live show and shared links to award speeches on ABCNews.com.

Other:

• Multiple ESPYS topics trended throughout the live show, including Caitlyn Jenner and Leah Still.

• 156 media outlets and 61 teams/athletes posted about show including Golden State Warriors and Alex Morgan.

Facebook deep-dive

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ESPN: 19 unique, behind-the-scenes red carpet and live show posts received 1.3MM+ likes.

SportsCenter: SportsCenter’s 16 total shareable art and live show update posts drove 989k engagements.

GMA: Shared 17 total posts, featuring content from the Body Party, Red Carpet and live show updates posts drove 567k engagements.

Other:

• ESPYS, Jimmy V, and “Leah Strong” trended throughout the show.

• Posts from 135+ media outlets and 167+ teams/athletes including Golden State Warriors , Stephen Curry, LeBron James and Alex Morgan.

Instagram deep-dive

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ESPYS Live Story: Live for 24 hours starting ~4PM PT and featured behind-the-scenes look at the red carpet and backstage.

• Drove 12MM Global Uniques.

• Included content from celebrity, athlete and multiple ESPN and ABC white-listed accounts.

• Created ESPYS-branded custom filters.

Watch the full story here:

https://vimeo.com/snapchat/review/133712957/faa2c8da83

pw: ESPY$2015

ESPN Discover Edition: Featured several ESPYS snaps featuring Caitlyn Jenner, Steph Curry, Devon Still, LeBron James and more day of show and after.

• 6/15: 1.7MM uniques.

• 6/16: 1.2MM uniques.

• ESPYS content also highlighted in Yahoo, Daily Mail and People Snapchat Discover editions on 6/17.

Snapchat Deep-dive

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Page One and ESPN Now Support on these platforms spanned voting period and live show

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ABC Social Overview ABC News:

• Twitter: 20 native tweets featuring custom art and digital video had 16k engagements.

• Facebook: 8 posts featuring shareable art and acceptance speech videos reached 194k people and had 19k shares.

GMA:

• Twitter: Red carpet and live show tweets featuring quote cards, images and links, had 678k engagements.

• Facebook: Winner updates and video links during live show.

• Instagram: Exclusive Body Party, Red Carpet and live show posts drove 567k engagements.

• Snapchat: Iman Shumpert takeover.

V FOUNDATION / ESPY DAY SUPPORT Helped prepare and amplify social messaging for V Foundation auction, ESPY Day and Be Inspired campaign, helping raise $3.75MM:

• Supported launch of the ESPY Day auction.

• Prompted ESPN sport handles to support relevant categories:

• ESPYS (7 posts, 287k engagements).

• ESPN (6 posts, 410k engagements).

• First Take ( 3 posts, 120k engagements).

• SportsNation (2 posts, 180k engagements).

• ESPN NFL (3 posts, 165k engagements).

• ESPN NBA (5 posts, 213k engagements).

• Baseball Tonight (3 posts, 110k engagements).

• SportsCenter (3 posts, 329k engagements).

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