Screaming fans, hammy hosts and live animals make up the centerpiece of ESPN's newest campaign pushing its College GameDay show.
The new anthem spot, created with the help of 72andSunny and launched today, debuts the tagline "Get Up. It's Game Day." This year, the three-hour traveling broadcast is moving the first hour of its regular three-hour show from ESPNU to ESPN proper. The show airs each Saturday at 9 a.m., starting with a special four-hour episode on Aug. 31.
The ad montage, culled from episodes of the show, wraps in more footage of college football zealots than have past campaigns, which tended to focus on short, staged skits featuring the show's hosts. Still, there's ample screen time featuring founding cast member Lee Corso's signature move—donning the heads of team mascot costumes over his suit.
A 60-second version of the spot will run online. A 30-second cut is airing on TV, only within ESPN's networks, along with a 15-second ad featuring Louisiana State University's mascot, Mike the Tiger. ESPN is extending the campaign to social media, asking the show's followings on Facebook, Twitter and Instagram to share "How they #GetUp4GameDay."
Some of those submissions will find their way on air, in the form of bumpers and in-show-segments. College GameDay also plans to enlist the help of its revolving door of celebrity guests and their social media followings to amp up fans.
The show's full title is CollegeGameDay Built by The Home Depot, tipping its hat to its main sponsor.