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About the project

To showcase an exciting week of sport, Sky Sports ran a dynamic DOOH campaign driving conversation with fans.


The Challenge

To showcase an exciting week of sport, Sky Sports wanted to run a dynamic DOOH campaign that would help drive conversation with fans on Twitter, using the dedicated #SundaySpecial hashtag.

The campaign had to cover a number of different sports event that were taking place over the course of the week, including The Masters, The Australian F1 Grand Prix, and a Premier League giants clash between Manchester City and Liverpool.

The Execution

Working alongside UniLED, we created a live feed to Twitter polls which would update throughout the week and update creative dynamically.

The polls focussed on generating excitement and drive tune in for a Sunday Special of sport with specific polls to see who the UK would like to see win in each respective sport. Whether it was Tiger Woods to win the Masters or Lewis Hamilton to win the F1 we put consumer engagement at the heart of our display.

The campaign ran across roadside...

...as well as transport formats

The Result

Over the course of the week, we updated creative based on whom fans were voting to win. The Sunday Special live results were beamed across DOOH screens nationwide, delivering 20 million impacts and receiving over 1 million Twitter votes!

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