ESPN's marketing team recently deployed outdoor digital billboards showing real-time updates to drive viewers to the network's SportsCenter for breaking news and highlights, according to ESPN.com.
The digital out-of-home promotion ties in with the recent launch of SportsCenter's "DaDaDa DaDaDa" ad campaign, "which focuses on the iconic sound all fans associate with great sporting moments," according to ESPN.
Over the course of the DOOH campaign from late September to mid-October, ESPN said, 261 unique ad executions showing big sports moments as they happened were distributed to 234 billboards in New York, Chicago and Los Angeles.
Featuring the headlines "That'll be on SportsCenter" or "DaDaDa DaDaDa," moments highlighted included the U.S.'s come-from-behind win at the America's Cup and legendary pitcher Mariano Rivera's retirement. Each board was updated approximately four times per day and tailored with news specific to each market's sports teams.
"The idea came from working closely with our media team to further extend the 'DaDaDa' campaign in a way that would allow us to be topical around the biggest sports conversations in real time," said Brian Harmer, associate director of sports marketing at ESPN, involved in the initiative. "Knowing the flexibility of the digital out-of-home medium, unlike traditional out-of-home where you get one message for the duration of the flight as it printed, this execution allowed us to celebrate those unique stories at any time, any day."
Learn more about DOOH advertising.