Professional Bowlers Association Pre-Game Shows

The Situation

The Professional Bowlers Association produces more than 20 nationally televised events every year on ESPN and CBS Sports Network. Prior to those broadcasts, which only feature five bowlers (in most cases), full-field qualifying and match-play rounds separate the best and determine who those five bowlers will be. How can the PBA inform people about the upcoming telecasts?

The Solution

Short preview videos use footage from PBA’s Xtra Frame, which is like Netflix (but less expensive and with way more bowling), along with witty copy to generate interest in the players who will be competing on national TV while simultaneously explaining how those players earned their spots on the show.

The videos are distributed through the PBA’s social-media platforms in an effort to intrigue existing fans and lure in new fans.

The Result

The PBA’s ratings on ESPN are up 18% year over year, comparing the shows that have aired thus far in 2015 with the shows that aired during the same period in 2014.