Earlier this month, Canadian retailer Sport Chek used Outfront Media Canada’s digital out-of-home (DOOH) advertising network to congratulate the Toronto Maple Leafs for clinching a spot in the National Hockey League (NHL) playoffs.
Taking advantage of the dynamic, real-time nature of digital signage, Outfront’s platform automatically displayed Sport Chek’s 10-second message immediately after the Leafs beat the Pittsburgh Penguins. Following this debut, the same message continued to appear on 3 x 6-m (10 x 20-ft) digital posters, a 4.3 x 14.6-m (14 x 48-ft) ‘bulletin’ and exterior displays at the Yonge-Eglinton Centre (YEC).
“We applaud Sport Chek’s parent company, Forzani Group, for leveraging DOOH’s immediacy and flexibility to connect with the Leafs’ win,” says Michele Erskine, Outfront’s senior vice-president (SVP). “Linking with a pivotal moment is an excellent way of making a creative message more relevant and effective.”