OUTBACK STEAKHOUSE X ESPN
STEAK IS FOR WINNERS

The Fumbling Partnership

Outback was ready to pull the plug on its Outback Bowl partnership. It had lost its luster, and previous campaigns were no longer driving brand affinity or fan engagement. After a deep dive into the data, we proved Outback was right to be concerned. However, the issue was not the Bowl partnership itself. The problem was the activation. Predictable, flat, and forgettable executions were completely drowning the brand.

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A Bold Audible

In a major pivot, I introduced a radically different creative strategy that leveraged social media and fan insights to give the brand an authentic and resonant voice.

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The core insight was simple: Life is tough, and sometimes you need a little coaching to help make the most important decisions. If NCAA coaches can guide teams to victory on the field in the most perilous situations, why not in real life? From office parties and boardroom presentations to marriage and raising kids, it was time these icons of football coached us up on the biggest decisions we make, including dinner. After all, Steak is for Winners.

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Calling in the Icons

Reconnecting with my previous ESPN network, I recruited three of the most recognized coaches in football to lend their voices to a 15 commercial campaign. The goal was to help fans bring home a win, even on fourth-and-long.

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The Results

The final product was not only hysterical, but it also drove absolutely massive engagement. While the analytics were incredible, what might be even more impressive is that we pulled off the entire project on a microscopic budget.

• 99.7% video completion rate.

• Featured nationally on ESPN SportsCenter.

• $20K total production budget.