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MALL TOUR AIMS TO FOCUS ATTENTION ON ESPN CENTURY OF SPORTS SERIES

By Published on .

Marketer: ESPN, Bristol, Conn.

Agency: M3 Marketing Group, Birmingham, Mich.

Effort: ESPN SportsCentury Mall Tour

Twist: To generate grassroots interest in its 18-month series of events showcasing a century of sports, cable TV's ESPN created a hands-on version of the effort, which is touring 30 U.S. malls. The exhibit includes a theater with a 3-minute movie; interactive booths; a life-size Lou Gehrig figure that presents his famous 1939 speech to fans; and sports memorabilia. General Motors Corp. and ESPN are presenting sponsors; other sponsors include Anheuser-Busch, Burger King Corp., Lincoln Financial Group, Nike, MasterCard International and General Mills' Wheaties.

Vital statistics: The tour began in January and runs through the last week in August, spending three days at each mall; as many as 180,000 people have visited

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