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Dick's Sporting Goods runs with digital signage at Pittsburgh Marathon

Dick's integrated social media, retail and digital signage to engage and communicate with 30,000-plus runners.

May 13, 2014 by Christopher Hall — w, t

More than 30,000 runners took to the streets to conquer the recent Dick's Sporting Goods Pittsburgh Marathon at the GNC Live Well Pittsburgh Health and Fitness Expo. And Dick's Sporting Goods ran with digital signage to conquer the communications challenges inherent in an event involving that many people.

Digital media firm Industry Weapon teamed with DSG to showcase how digital signage engages participants with up-to-date information and interactive experiences, according to a company announcement.

An event this large typically poses communication challenges, but Industry Weapon’s digital signage provided a simple solution: At the event were three interactive kiosks and a two-by-two video wall.  Attendees used social media feeds such as Twitter, Instagram and Flickr by hashtagging the promoted #RunFor on their social media content. The interactive kiosks were touchscreens fitted with a custom "endless aisle" shopping experience, allowing shoppers to browse and buy the latest gear.

"Both forms of digital signage significantly increase audience dwell time, drive revenue and enhance the experience for viewers,” Industry Weapon Director of Client Services Christian Armstrong said in the announcement.

Digital Screenmedia Association Executive Director Paul Flanigan said the Pittsburgh Marathon digital signage and social media integration "confirms the growing trend of physically mobile digital engagement, deeper integration into culture and the outcome of closer relationships with a now-always-connected consumer."

"The idea of social video walls has a lot of impact on events, and gives retailers and brands more opportunity to break down the brick-and-mortar barriers of digital signage. They're taking the message to the masses," he said in an email to Digital Signage Today. "However, the real impact is in tailoring the content - where the relevance hits the road. By creating specific content and specific interactive experiences, Industry Weapon gave Dick's the chance to engage not only with people, but with the event and the culture."

Social video walls help brands engage with large audiences, spark interest and create stronger brand awareness, Industry Weapon said.

"Integrating with social media creates a personalized interaction and provides timely, focused content that constantly updates," the company said. "Social media integrations are the simplest way to get relevant messaging on the screens with minimal effort and build a stronger relationship with viewers. Social posts also stay on-brand because displayed messaging is supervised through Industry Weapon’s approval system."

Also during the marathon, each digital signage kiosk allowed a visitor to browse a curated selection of running shoes and apparel. The customer then had the ability to drag items to a custom locker or shopping cart. Upon viewing their locker, they are presented with a QR code or short link to load their items to a mobile device and finalize their purchase.  Retailers then could suggest similar items or add-ons and collect data while bridging the gap between media channels such as digital signage and their website.

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