ESPN moved to 102.3

ESPN Radio — 102.3 Guerrilla Launch Campaign

When ESPN Radio prepared to move its Denver broadcast to a new home at 102.3 FM, they needed to make one thing absolutely clear:
Denver had a new sports station—and everyone in the city needed to know where to find it.

ESPN approached Nichez to create a guerrilla marketing campaign that would cut through the noise, meet fans where they already were, and spread the word with high-impact, street-level awareness. The mission: announce the move in a way that felt bold, unmistakable, and distinctly Denver.

The Challenge

Traditional marketing alone wouldn’t be enough. ESPN Radio needed a campaign that:

• Reached Denver sports fans in their everyday environments
• Created buzz without relying solely on paid media
• Delivered instant, memorable recognition of “ESPN → 102.3”
• Activated both the downtown and neighborhood communities
• Brought energy, humor, and sports culture into public spaces

This meant going beyond standard advertising and tapping into the spirit of the game.

The Solution

The full guerrilla campaign included:

• High-impact billboards across major Denver corridors
• Custom bar coasters distributed to sports bars and breweries
• Sidewalk stickers in high-pedestrian zones
• A street team of “NFL officials” holding first-down markers displaying “102.3”

Nichez created a guerrilla campaign that didn’t just announce a frequency change—it turned it into a citywide event. By blending traditional out-of-home with clever street-level tactics, the campaign delivered the energy, humor, and playfulness of sports culture directly to the people of Denver.

The result: A launch that was unforgettable, highly visible, and unmistakably ESPN.