ESPN: The Last Dance

ESPN, a sports channel, marketed the release of its ten-episode documentary series The Last Dance as if it were a feature film and resulted in historic numbers of fans tuning in to watch it in the USA.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

The Last Dance is the highly acclaimed ten-part series which chronicles one of the greatest icons and most successful dynasties in sports history: Michael Jordan and the 1990s Chicago Bulls. Anchored by more than 500 hours of never-before-seen footage from the team's last championship run in the 1997-98 season, The Last Dance had the full participation of Jordan and other key figures from the Bulls' championship teams, as well as dozens of other luminaries from basketball and beyond.

These details are what made The Last Dance ESPN's...

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