27 May Sportsbet uses Adshel digital screen to engage Sydney commuters for State of Origin Twitter campaign
Sportsbet is engaging commuters ahead of the NRL State of Origin kick-off by launching a unique guessing-game on Adshel’s large format digital screen at Central Station in Sydney.
The game, which is live today until State of Origin day, combines the power of Sportsbet’s twitter following @sportsbetcomau with the high-traffic, key interchange Central station environment to slowly reveal daily ‘sledges’ against the Queensland Maroons team.
Through its twitter account each morning, Sportsbet encourages its followers to either Like, Retweet or tag a NSW Blues fan to reveal a letter from the ‘sledge’ phrase. As followers Like, Retweet or tag a friend, the Adshel digital screen is instantaneously updated to reveal a letter within the phrase. Once all letters are complete, a sledge to the Maroons is revealed on the big screen.
By using Adshel’s high impact large format digital screen at Central train station in Sydney, the campaign will reach up to one million commuter journeys during the week, providing entertainment, engagement and good old fashioned rivalry.
Brigitte Lowsby from Sportsbet.com.au said: “Through its digital out-of-home network, Adshel was able to offer us an engaging, live digital solution to amplify our social campaign while reaching commuters in the lead up to the game and on the day. What impressed us the most was the ability to upload and control our creative delivery based on commuter engagement.”
Adshel’s sales and marketing director David Roddick sees this as part of an increasing trend on digital out-of-home: “Adshel’s digital network has allowed advertisers to add live content, optimisation and creative depth to their campaigns through real-time price information, event-triggered messages, countdowns, tickers, or, as in this case, live social engagement. We’re pleased to be working with Sportsbet and their agencies to engage audiences.”
Media agency: Mediavest
Sportsbet.com.au: Brigitte Lowsby