The Challenge
LiSTNR audiences love to listen to sport on Triple M. Some of their highest rating content is their live commentary of the footy. For advertisers, it's a great environment to be in. Now the excitement of the game doesn’t have to stop when the ads start.
The Solution
In a world first, LiSTNR and Frequency created an audio ad campaign that reacted to the footy scores in real time. Using live match statistics from Champion Data, they created a dynamic ad schedule that changed according to what was happening in the game.
To feed into this dynamic schedule, they needed an ad for every possible scenario in the game. The ads were all pre-stitched together dynamically and sat in the cloud waiting to be played. They even recorded options in case the game was a draw, which came in handy because even though there's only a 1% chance of an AFL game being drawn, it happened.
The dynamic ads even played on FM radio, allowing them to reach hundreds of thousands of additional people right across Australia who had their radios locked onto Triple M for the footy.
The Results
Integration of footy scores into McDonald's audio ads increased engagement significantly with 38% of the Triple M AFL listeners recalling hearing the Macca's mid-game dynamic ads A a massive 15% higher than category standard.
For McDonald's, it allowed them to champion Friday night footy in a whole new way. Sharing the passion with fans as it happened in real time. And for LiSTNR, it created a whole new property for advertisers who want to tap into the excitement of live sport.
