ITV Launches Rugby World Cup Digital Outdoor Campaign
ITV is launching a tactical outdoor campaign today that will integrate real-time match scores and commentary across online and outdoor platforms. Created by BBH, the campaign keeps fans up to date on England’s progress during the Rugby World Cup and reminds them to watch it live or catch up later on ITV1 HD, ITV.com or on the ITV Rugby iPhone App.
The tactical digital outdoor activity is scheduled to play on the Friday and Monday alongside all major high profile games during the Cup. Friday’s execution integrates live, real-time score updates with live commentary from ITV’s marketing team. On Monday’s the execution features match statistics from the weekends play.
The digital OOH campaign is supported by an online campaign which includes MPU’s, leaderboard’s, reskins and skyscrapers on sites such as The Telegraph, ESPN, and Radio One, and also features match updates and commentary. Both the online and digital OOH activity was produced by Grand Visual and managed via their OpenLoop platform which allows advertisers to publish live copy executions across all major UK online and digital OOH networks.
The campaign, negotiated by Mindshare and Kinetic, will use a range of digital outdoor sites across the UK, including JCDecaux’s rail D6’s and roadside 48’s, CBS Outdoor’s XTP screens on the London Underground, Amscreen’s service station screens and Eye Corp’s Airport Lounge screens.