up your game
THIS IS THE DAWN OF A NEW ERA IN SPORTS WHERE YOU HAVE TO GET THE CULTURE OFF THE FIELD, TO REALLY GET THE GAME ON IT.
Box scores and highlights are only a part of today's game. The whole world around it has exploded to make it more entertaining, from sneakers to controversies to memes. And fans are no longer just passive spectators, Bleacher report inspires them to engage and influence the game 24 hours a day from their fingertips.
Kaepernick kneeling for the national anthem. A frenemies saga symbolized by cupcakes. Signature shoe wars. No fun league. Draft day reactions. Karate kicks. The curse. Deflate gate. These are not traditional highlights, but they've all made what happens on the field even more entertaining.
Across sports, cities and series, culture brings more to today's game than ever before and enriches the fan experience.
For the last 10 years, celebrating the culture around the game has been Bleacher Report's mission. It was founded by four young friends in 2007 who wanted more than just box scores or stats. They never wanted to be another ESPN or Sports Illustrated. Instead, they embraced what really connected young fans to sports: the rivalries, music, politics, fashion and backstories. The culture of the game.
Now for its first national campaign, Bleacher Report's mission has a unified message: 'Up For Game.' This new platform challenges one-dimensional fandom and demonstrates the brand's necessity, helping fans understand culture to elevate their game.
Along with a complete rebrand, updated site and new mobile app, our launch spot is an introduction to the new Bleacher Report world. And a bold statement announcing, we're here and taking over the game.
The spot features appearances from sport's cultures most headline-grabbing stars past and present, including legendary Allen Iverson and all-star Marquette King. As our narrators guide us through this world, each scene is packed full of references to recent sports cultural moments, from controversial hairstyles to emotional tributes.
Debuting on-air during this year's NBA playoffs, the "Up Your Game" anthem continued to rollout on Snapchat, Twitter, Instagram and Facebook. The launch is also supported by OOH billboards in key markets, featuring the NBA's biggest stars and personalized "You have to get the culture to get the game," messaging.