Who's In?" was executed across all media, starting in the preseason and ramping up to the end of the year. This cross-platform execution included televi sion, digital/mobile (display, high-impact, and digital video), Xbox/console (video games), social media, ESPN Radio, local radio, streaming audio, magazines, and digital out of home (digital screens at vari ous venues).
ESPN used real fans, epic moments of the college football season, and even refer ences to the college football hero from the film, "Rudy," to tell the story of the season across three distinct phases: