ESPN, espnW, and ABC News Launch In the Game with Robin Roberts
On Thursday, May 17, Good Morning America anchor Robin Roberts will debut In the Game with Robin Roberts Presented by Lexus – a new series debuting across ESPN’s SportsCenter, espnW.com, and ABCNews.com featuring exclusive interviews with accomplished female athletes. Jennie Finch will kick off the eight-episode program which is sponsored by Lexus.
The series will air every Thursday between 9 a.m. and 12 p.m. ET during ESPN’s flagship program, SportsCenter. The series will launch with a robust digital and social media execution across espnW.com and ABCNews.com to drive tune in and viewer interaction. This marks the first dual network, cross-platform project between ABC News and espnW.
“This series showcases incredible female athletes who continually challenge the status quo and never stop improving their game, a philosophy Lexus lives by,” said Brian Smith, Lexus vice president of marketing. “As we continue to roll out the new face of Lexus with vehicles like the all-new RX, we are committed to bringing this highly integrated program to life.”
Added Laura Gentile, vice president, espnW, “This collaboration speaks to our unique ability across The Walt Disney Company to share resources and ideas while creating powerful programs for advertisers like Lexus. This series shares our talent, our digital, print and television assets and our social media presence – all in an effort to showcase exceptional female athletes while reaching the coveted female consumer.”
Aligned with the launch of the new Lexus RX F SPORT, Lexus brand messaging “What’s Next” will serve as a recurring theme throughout each of the episodes, which feature Robin Roberts hosting intimate interviews with world-renowned female athletes. The discussion will focus on “what’s next” for each athlete’s career, sport, and life. Additional “What’s Next” clips will be shared across espnW/ESPN and ABCNews digital assets to promote the series and drive tune in.
Full length interviews and complementary content including additional clips, a video archive, and social integration will be hosted on two custom-built Lexus branded splash pages accessible at espnW.com/inthegame and abcnews.com/inthegame. ESPN The Magazine will also feature content from the series in “Mag Minute” interviews in upcoming editions.
Additionally, an “In the Game Live” social platform will highlight the series through co-branded Facebook ads, a custom Twitter hashtag and opportunities for users to submit questions to Robin to be asked within the interview. All social extensions will be integrated across ABC News and espnW social platforms.