From E Train to ESPN Train: How IRL Advertising Made ESPN Unlimited’s Launch Unignorable

September 30, 2025

It might sound impossible to bring the energy, passion, and chaos of a live sports game into the morning commute, but ESPN ran the play to perfection.

On August 21 – now officially declared National ESPN App Day – the world’s leading sports network launched the all-new ESPN Unlimited - its first-ever all-in-one direct-to-consumer streaming service. In a power play, the iconic brand made sure the launch felt as big as the app itself by transforming New York City’s E subway line into the ESPN Train.

Literally.


What set out to be a routine morning commute turned into a subway-wide sports spectacle. The E Train was wrapped inside and out in ESPN’s bold new app branding, the DTC expansion brought to life, with a little help from ESPN chairman Jimmy Pitaro, the New York Giants drumline, and a stacked lineup of NYC’s most beloved sports mascots - including ESPN’s new, first-ever mascot, App-E.

The result? An unforgettable, can’t-miss moment that connected with millions of daily riders and sent a clear message: when ESPN says its new app includes “All of ESPN,” that doesn’t just mean coverage. ESPN Unlimited direct-to-consumer, all-in-one platform that gives fans access to everything ESPN has to offer: live games, fantasy leagues, original content, and expert analysis – all bundled into a personalized platform they can tap into anytime, anywhere.

By bringing the whole starting lineup – mascots, bands, and all the electric energy that makes game day, game day – ESPN used IRL presence to tell its story to the world.


If you’re coming to Advertising Week New York, you can get the full play-by-play as Jo Fox, ESPN SVP of Marketing, and Brad Alperin, OUTFRONT’s Head of Brand Solutions sit down for a fireside chat on Monday, October 6 at 3:50 PM on the Insights Stage. Their session, A Slam Dunk in IRL: Becoming Unskippable and Unignorable, goes deep on how ESPN’s DTC launch scored big - and how IRL media keeps brands at the top of their game.

The campaign was well worth talking about. And the spectacle didn’t stop at visuals. On the station platform at Spring Street, commuters were greeted by a familiar voice over the intercom: Queens native and First Take host Stephen A. Smith, delivering in-station announcements and hot takes before fans had even hit their morning coffee. The fusion of ESPN’s dynamic activation and its IRL out of home media presence delivered its message to an evolving fan base in unmissable fashion.


ESPN knew that it needed to launch with a full-court press. The sports giant was up against familiar challenges: shifting media habits, cord-cutting, and a crowded streaming market full of heavy hitters. On top of that, ESPN’s content had been so spread across multiple platforms, fans were left wondering where to actually watch the game.

To make its MVP-level launch land, ESPN had to show up IRL where its fans live, commute, and play. The multi-market, multi-format out of home campaign stretched well beyond the E Train. From Moynihan Train Hall and Port Authority Bus Terminal in New York to Sunset Boulevard and SoFi Stadium in LA, ESPN took over key commuter hubs and cultural hotspots, turning everyday spaces into full-blown ESPN territory.


The campaign proved what more and more marketers are starting to realize: digital might dominate the stat sheet, but real-world presence is what builds trust. And real-world experience that combines innovation and presence is even more powerful. In fact, 84% of Gen Z say they value brands that blend tech with real-world experiences (SOURCE: The Harris Poll/Quad). In a world of skipping and scrolling, IRL is unignorable and memorable. Showing up in the environments that people move through every day can spark emotional connection and earn credibility for brands.

Advertising IRL delivers more than attention – it delivers results.

Comscore reports that out of home ads drive 4.8x more app downloads per dollar than other media, and that nearly one in five say they’ve downloaded an app after seeing it advertised on OOH. ESPN didn’t just play the odds, they beat them. The campaign and surrounding buzz racked up over 500,000 signups in the first ten days alone (SOURCE: Antenna).

And the assist that made it all go viral? Social out of home.


Influencers and creators on TikTok and Instagram turned these IRL moments into viral content. Local favorites like Time Out New York, NYC_ForFree, and The Megan Daily gave followers a front-row seat to the ESPN Train takeover. Meanwhile, major media outlets - from ABC and NBC New York to The Washington Post and Deadline - picked up the story and helped take the message nationwide.

“Our campaign immerses fans with the ESPN brand they know and love, but in a new, surprising, and interactive way,” Jo said. “From streets to stores to airports, trains, subways, and more, this is ESPN like you’ve never experienced it before, and we can’t wait.”

The strategy of creating IRL experiences isn’t exclusive to the sports world. In fact, some of the brands doing it might surprise you.

Like the allergy medication brand Zyrtec, which pulled off its own buzzer-beater with a one-day, 4,000-bloom floral installation at the 14 Street/Union Square station, created by celebrity florist Lewis Miller. Brand ambassadors surprised thousands of commuters by handing out bouquets. IRL brand activation events can drive a major spike in brand engagement and trust. A full 95% of people who attend live events say they increase their trust in the brand, and nearly half keep that positive impression for months (SOURCE: FREEMAN).

Whether you’re selling sports or sinus relief, the game plan is the same: win hearts, minds - and market share with immersive real-world activations.

We invite you to catch the conversation on this campaign at Advertising Week New York on Monday, October 6. Register for the event here – and we’ll see you in real life!

Author: Courtney Barrett, Marketing Coordinator @ OUTFRONT

Links to third-party content are not endorsed by OUTFRONT Media. Past performance may not be indicative of future results. OUTFRONT does not guarantee specific results or outcomes.