7.7 million viewers tuned in to the ESPY Awards on Wednesday night. It was a huge night for sports and Metro PCS, our client, whose #TeamMetro fighter, Ronda Rousey, walked away with not one, but two awards for Best Fighter and Best Female Athlete.
To gear up for the big event, Big Fuel assembled an on-the-ground team of creatives and strategists to coordinate real-time social postings to amplify the buzz across social. In addition to showering Rousey with well-deserved praise for besting her co-nominees in both categories, major props were given to 14-year-old Mo’ne Davis on being crowned Best Breakthrough Athlete—an award sponsored by Metro PCS and previously won by Rousey. Metro PCS fans were also given access to exclusive behind-the-scenes interviews with Davis and her fellow Best Breakthrough Athlete nominees, Cardale Jones and Odell Beckham Jr.
Rousey’s incredible wins—and subsequent trending status—combined with Metro’s exclusive content, on-air exposure and real-time social commentary made for an historic night for both Big Fuel and Metro PCS.
For more ESPYS highlights, including Caitlyn Jenner’s Arthur Ashe Courage Award acceptance speech and Devon Still’s Jimmy V Perseverance Award, read AdWeek’s coverage here.