ITB and ESPN joined forces to launch Trade Assistant with IBM Watson, a new feature to the ESPN Fantasy Football app that is designed to analyze data from millions of game sourceS to help fantasy football players make more informed, fair trades throughout the 2020 season. For the launch of the new feature, ITB researched, identified and procured Arizona Cardinals receiver and Walter Peyton Man of the Year Award winner, Larry Fitzgerald, to playfully encourage viewers to engage with the fantasy football data on ESPN.com through a series of nationwide TV commercials. This project marked one of the first in-person production days for ITB that successfully implemented full COVID-19 safety measures. The national TV commercials will be on air for the entirety of the 2020 NFL season.
In one of the TV spots, Larry Fitzgerald comes to life from a magazine cover to notify a desperate fantasy football manager that he can instead use IBM Watson in the ESPN Fantasy App.