Sony Playstation PS4, official gaming console of the 2014 FIFA World Cup, ran a dynamic digital outdoor campaign for ten days in June to coincide with the international football tournament.
Created by Drum, the UK wide digital out of home activity used real-time feeds to power dynamic creative in reaction to the England team’s World Cup game results.
Using the tagline “This is for the players”, creative featured a range of images of Playstation enthusiasts combined with dynamically delivered copy. Appropriate images were selected and copy prepared in response to game results, with the creative being instantly sent to rail, underground and mall digital 6-sheets.
Media was planned and bought by Manning Gottlieb OMD and Talon, with creative provided by Drum. Media owners were Exterion Media and JCDecaux. Digital production was by Grand Visual, and dynamic campaign management was handled by Grand Visual’s campaign management platform, OpenLoop.