Fanatics Debuts User-Generated Video Ad Campaign

By Taylor Knight

Fanatics, an e-commerce licensed sports gear retailer, leveraged user-generated content (UGC) in its first-ever national advertising campaign. The “Love Never Loses” campaign debuted on Wednesday night on ESPN during the ESPY Awards and featured three 30-second commercials. The commercials feature videos submitted by real fans showing the different ways people show support for their favorite teams, whether they win or lose. Fans can continue to submit their videos that may be used in additional commercials in September.

Total Retail’s Take: Being a fan isn’t always easy. Total Retail is based in Philadelphia, so trust me, we know just how hard losing can really be. Fanatics is tapping into the emotions people associate with sports and using it to connect with their customers. UGC is a great way for any brand to connect with consumers on a human level. Although Fanatics’ commercials don’t have the high production value, they're authentic and show the high and lows everyone has felt as a sports fan. The content is real and may help Fanatics stay top of mind when fans are looking for gear during different seasons.

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Taylor Knight Author's page Taylor Knight is an associate content editor for Target Marketing and Total Retail. She enjoys writing and creating video content to interact with an audience.