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A new campaign by marchFirst for CNNSI.com was a piece of cake. Literally.
The agency’s Portland, Ore., and San Francisco offices launched a national print effort for the Web site—a venture of CNN and Sports Illustrated—that features a cake decorated with the word “Loser.”
The campaign is meant to lure football fans away from ESPN.com and other sports-focused sites by promoting CNNSI’s fantasy football league.
“We felt like we needed to acknowledge the extreme competition that the fantasy football games generate,” said copywriter Carl Vander Zanden.
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