New Super Bowl Campaign Message Launched by Texas Department of Transportation
February 05, 2010
(SPORTS TECHNOLOGY)
“It’s not whether you win or lose, it’s how you get home” is the new Super Bowl campaign message that will be launched by the Texas Department of Transportation (TxDOT), tapping the Ecast network to deliver that message.
Want to know what to expect? Think of the December “reindeer” campaign when TxDOT wanted to get the word out to holiday revelers to find a sober ride home or call a cab. The hugely successful holiday campaign involved the sending out of a list of cab company phone numbers to a mobile phone number that a bar patron entered.
The Super Bowl campaign also includes an interactive game called “The Pigskin Challenge” to engage bar patrons and increase the effectiveness of the message to stay sober.
“The Ecast network gives us an opportunity to have a voice in bar environments and reach patrons at that critical moment of decision not only with a ‘don’t drink and drive’ message but with the actual means for a safe alternative,” said Nigel Lowrie, account supervisor with Sherry Matthews Advocacy Marketing. “Ecast’s interactive, broadband platform allows us to send localized cab numbers to patrons who make the right decision and is something we’ve always wanted to do -- facilitate closing the loop with the desired action.”
As with the December “reindeer” campaign, Ecast’s advertising team and creative services collaborated with TxDOT and its ad agency to leverage the capabilities of Ecast’s media platform a sophisticated content distribution network integrated with DoubleClick’s (News - Alert) DART Enterprise ad serving technology -- to geo-target locations in order to serve the ads to specific venues within the scope of the campaign specifications.
The creative consists of an animated, 20-second MPEG2 track loop with banner and tower ads. The Super Bowl campaign uses the designated market area targeting capabilities of the Ecast platform to send localized cab numbers to jukeboxes in specific locations.
Ecast is a place-based interactive media. Offering an end-to-end solution that allows marketers to deliver a branded, consumer experience to out-of-home venues, Ecast leverages the personal impact of a touchscreen display with the interactivity and targeting capabilities of the Internet and the scalability and cost-efficiency of a hosted software service.
Hans Lewis is a contributing editor for TMCnet. To read more of his articles, please visit his columnist page.
Edited by Marisa Torrieri
