Digital out-of-home case study
Budweiser’s real-time, data-driven approach helped Montreal Canadiens fans celebrate winning NHL moments
Budweiser took a real-time data-driven approach to driving awareness. This unique digital out-of-home campaign tapped into one of the strongest human emotions (fandom), aligning their winning beer with Montreal Canadiens’ winning game moments throughout the National Hockey League’s regular season.
DIGITAL OUT-OF-HOME CASE STUDY
Budweiser’s real-time, data-driven approach helped Montreal Canadiens fans celebrate winning NHL moments
Budweiser took a real-time data-driven approach to driving awareness. This unique digital out-of-home campaign tapped into one of the strongest human emotions (fandom), aligning their winning beer with Montreal Canadiens’ winning game moments throughout the National Hockey League’s regular season.
Objective
Winning moments are best celebrated with “cheers.” As an official beer of the Canadian National Hockey League, Budweiser sought to launch a locally focused ad campaign specific to Montreal, that encouraged fans to grab a Bud each time the Montreal Canadiens scored a goal.
Solution
The campaign was served across more than 90 digital-out-of-home screens throughout Montreal, leveraging Hivestack’s vast network of premium digital-out-of-home screens, and Clinch’s robust creative personalization and ad serving technology.
Custom Dynamic Ad Templates
supported interchangeable messaging, imagery, and scores
Single-tag Technology™
automatically resolved ads to every board size, without the need for individual trafficking or lag time
Smart Ad Serving
enabled Clinch’s direct sports database API that pulled real-time game scores into the ad creatives to reflect real-time game scenarios throughout the Canadiens’ regular season games
Creatives Served when Montreal Canadiens score
Home Game Creative
“Celebrate every goal!”
Away Game Creative
“Celebrate every goal!”
Creative Served when opposing team scores
Home or Away Creative
“Your exclusive box for the match“
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