A behind-closed-doors media event last Tuesday was only the beginning of ESPN’s DTC launch week in the Big Apple. We were very excited to meet the network’s new tile-shaped mascot App-E at the presser, even snapping a pic with him that we’ll cherish forever. We also learned he’s quite the energetic dancer after we spotted him doing the Electric Slide with one of the other attendees. App-E also joined ESPN Chairman Jimmy Pitaro and other network execs to ring the bell at the New York Stock Exchange on Wall Street, marking the debut of the new app and streaming service. 

Photo by Phil Ellsworth / ESPN Images

App-E wasn’t the only ESPN talent on duty to promote the DTC launch last week. Pundit and commentator Stephen A. Smith’s voice could be heard coming through the loud speakers at the Spring Street subway station in Manhattan. His special announcement reminded commuters passing through the station to make sure to check out the ESPN App’s glow up, which includes a new TikTok-style vertical video feed on mobile.

For those travelers wearing headphones, ESPN also wrapped an E train with promotional copy they couldn’t miss on their way to their destination. The marketing read, “All of ESPN. All in One Place,” which is the key selling point of the app, which serves as a central hub for all of the network’s linear, VOD and digital-only programming. App-E was of course on site to check out the train and take a photo with the rest of the ESPN leadership team as well as a few fellow mascots, including those representing the New York Mets and Islanders.

ESPN topped off its full-court press with one of the more elaborate press kits we’ve seen in years. Sealed in a 28-inch tall metal locker was a slew of swag, including a baseball jacket, sunglasses, locker decorations and a three-month ESPN, Disney+ and Hulu subscription. – John Saavedra

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