An innovative Twitter campaign sees a "hangman-style" guessing game appear on OOH screens in Sydney and Brisbane ahead of the game.
The campaign, by Mediavest, sees Sportsbet use assets from QMS in Brisbane and Adshel in Sydney, to deliver dynamic messaging updated through Twitter. The game, which is live today until State of Origin day, uses Sportsbet's twitter following to reveal daily 'sledges' against the rival state's team.
Followers need to like, retweet or tag a NSW Blue fan in Sydney to reveal the Maroons sledge, or vice versa in Brisbane.
Speaking of the Brisbane execution, Sportsbet spokeperson Christian Jantzen says: "State of Origin has always been mate versus mate but now it’s sledge versus sledge and we’ve come up with a way for Maroons fans to give it to the Cockroaches supporters in a fun, witty way."
QMS GM, operations Steve Bovey says: "Not only are Sportsbet able to have some fun and engage with Queenslanders in an amusing and exciting way but they are able to be strategic and relevant should anything major happen in the lead up to the game."
Adshel sales and marketing director David Roddick says: "Adshel's digital network has allowed advertisers to add live content, optimisation and creative depth to their campaigns through real-time price information, event-triggered messages, countdowns, tickers, or, as in this case, live social engagement."
