Australia-first interactive experience developed in collaboration by the AFL and oOh!media’s creative and innovation hub, POLY, will allow AFL fans to show off the colours of their favourite teams by directly taking over oOh!’s digital Out of Home broadcast screens in real-time.
To celebrate the 2023 AFL Premiership season, the AFL partnered with POLY to inspire footy supporters across Australia to flaunt their team loyalty to Out of Home audiences with ‘Team Colour Takeover’.
Using a unique QR code on each digital panel, the AFL, POLY and oOh!’s creative, content and marketing technology team developed a media-first where fans are directed to a microsite to directly engage with the application and take over the screen’s background with their favourite team’s colours… until the next fan changes it.
“AFL fans are some of the most passionate supporters in Australia, so we’re delighted to use our proprietary technology and enable them to share that love with Out of Home audiences by putting them in control of our screens and make their favourite teams unmissable,” oOh! POLY CEO and chief content marketing and creative officer Neil Ackland said.
POLY’s latest AFL execution follows its bespoke campaign in September to mark the 2022 Toyota AFL Final Series where flags of each of the eight finalists were attached to oOh!’s Punt Road spectacular site with the flags of the losing teams removed each week.
oOh! also amplified live scores, video, news and photos from the 2022 AFL Toyota Finals Series across its digital network around the country, reaching more than 80 percent of Australians, with content supported by in-vision brand sponsorships from leading advertisers.
“We’ve combined the concepts used to deliver real-time live game scores from the AFL finals and the Australian Open, but the key evolution here is that AFL fans can influence what happens on our screens in real-time. We are delivering this fun, competitive experience at scale and speed, while still maintaining oOh’s high level of brand safety,” oOh! head of audience, marketing and content technology Ian Grant said.
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