Clear Channel Outdoor / Out Of Home
Game-changing technology that will bring the excitement of the Toronto Raptors off of the courts and into the concourse at Toronto’s Union Station. To create an engaging experience that is relevant, real-time, and informative for the fans during the 2016 NBA playoffs.
Located in Canada’s busiest transit hub, Union Station, and using Clear Channel Outdoor’s six digital column wraps, fans will experience one of TheHolyGrails of DOOH – simultaneous and instantaneous score updates triggered by the live event every time the Raptors make a three point shot.
The project’s technical execution is a joint venture between Gridcast Media, Soho Media and Dot2Dot Communications. The core technology behind the campaign is developed by Soho, using its proprietary InGame Ad platform, which identifies and tracks key points in data feeds, such as “Three-pointers made by the Raptors”. Then when a three-pointer is actually scored during the game, the software instantly triggers special content on a digital screen or billboard, interrupting the current advertising loop in real-time. The whole solution is run by Scala, a CMS platform that manages and schedules all of Clear Channels Canada’s digital media assets.
“This is a huge opportunity at Union Station given it is the busiest building in Canada and the hub of Toronto’s main sporting events,” says Adam Butterworth, President of Clear Channel Canada. “If the Raptors keep playing like they did in Game 5, we can really test the robustness of this system.” Clear Channel Canada will be the first media owner to offer real-time ad hoc content allowing brands to engage with the right audience at the right time in an impactful way.
Shannon Hosford, VP Marketing and Communications for MLSE, parent company of the Toronto Raptors adds, “We look forward to this innovative technology, and others like it, playing an important role in keeping sports fans up to date and involved in the game, no matter where they might be in the city.”
Project completed by – Gridcast Media, Soho Media Solutions, and Dot2Dot Communications