Hitting a Home Run with Contextually Relevant OOH
by Elizabeth Rave, Vice President of Marketing at OUTFRONT.
Smart brands understand that a key to impactful connections with communities and consumers is to consider and integrate context. It’s about creating connections that resonate with audiences on a deeper level, and what brings people more together than their favorite sports’ teams?
Take baseball. It’s more than just America’s pastime; it’s a shared experience that fosters camaraderie within communities. By partnering with baseball teams and tailoring campaigns to the local spirit, brands can leverage the power of place to truly connect.
Let’s look at some recent examples that showcase the magic of contextually relevant OOH:
Miller Lite and the Cleveland Guardians: By strategically placing their ads near the team’s stadium and tailgating areas, MillerLight taps into the excitement and camaraderie of game day, fostering a sense of belonging among fans. It’s a moment of local pride, perfectly captured in a timely OOH ad. Fans instantly connect the brand with their team’s victory, forging a positive association.
Fresh Direct and the New York Yankees: Fresh Direct is the perfect example of full integration into the game experience, from commute to game to in the stadium itself. This isn’t just an OOH campaign, it’s a multi-faceted brand experience. Fresh Direct understands their audience. Yankees fans are dedicated, so why not offer them a limited-edition Yankees co-branded bag? It’s a conversation starter and a badge of fandom – all while subtly promoting Fresh Direct’s services. But it doesn’t stop there. Imagine hopping on the 4 train to Yankee Stadium (with hundreds of other fans) and being surrounded by Fresh Direct and Yankees co-branded subway wraps. The fanbase & game experience starts there in the heart of NYC. It’s a captive audience, strategically targeted with special offers and a chance to win game tickets. It’s convenient, informative, and reinforces the brand’s connection to the Yankees experience.
BetMGM and the Washington Nationals: Using Metro to get to and from the game, you might see the contextually relevant BetMGM OOH display throughout Navy Yard/Nationals Park Station. The creative is geographically relevant mixing baseball and politics, but it also caters to the strategic thrill-seeker spirit of sports betting fans. A great example of OOH marketing at the right time and right place.
Dunkin Adapts to the City It’s In: Dunkin understands the importance of speaking to the community in which its ads are shown, making smart partnerships with the city’s top sports teams and venues. That’s why their Spring OOH campaign shows varied copy lines. From “Fuel Your Natitude” along WMATA for the Washington Nationals to “We Fuel The Fans That Fuel New York” right outside Madison Square Garden for the Rangers and Knicks games.
OOH’s impact extends beyond just advertisers, reaching into the realm of ticket sales across a spectrum of sports, transcending beyond baseball. By utilizing our digital network, teams like the Minnesota Twins and the New York Islanders can reach fans in real-time, driving ticket sales and filling stadiums with passionate supporters. These are just a few of our latest examples. Our Sports Fan Positioning strategy ensures we reach fans throughout their entire game day journey – from their commute to the stadium itself.
The lesson? OOH marketing is more than just a billboard. It’s about understanding your audience, their passions, and the places they frequent. By leveraging context and creating a dialogue with the community, brands can hit a home run with their OOH advertising strategy.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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