o capitalise on consumers� desire to be part of on-screen action, sports channel ESPN and financial services provider MasterCard have tied up for a campaign that calls for TV viewers to contest for the title of "ultimate sports fan." The marketing initiative will ask sports fanatics to submit videos or digital photographs and stories of their own sporting exploits, which would then be displayed on the internet, where users can vote for their favorite story or video. The online display that is scheduled to be held in September and October will be done in the bracketed style that is used to track tournament college basketball teams.

The winner of the contest will win an "ultimate sports room" makeover while the runner-up will win $5,000 in MasterCard credit.... more