Project:
NFL Draft Real-Time Billboard Campaign
Client:
Ticketmaster
Role:
Creative Technologist
When Ticketmaster needed to showcase their official NFL ticketing agreement during the NFL Draft in Dallas, I saw the chance to pioneer something unprecedented: a four-day real-time campaign that would transform the city into a living draft notification system. The challenge wasn’t just filling empty billboard space—it was showing Ticketmaster how strategic thinking could transform static displays into dynamic content channels that actively participated in the event.
I collaborated with Accretive Media to leverage Clear Channel Outdoor’s premium billboard network, establishing a rapid publishing pipeline that connected our war room directly to digital billboards blanketing key areas across Dallas—including AT&T Stadium, DFW Airport, Downtown/Uptown, and all routes in between. We prepared hundreds of dynamic creative assets and assembled a tactical team to monitor all seven rounds of the draft. As selections happened, we’d immediately push announcements live across Dallas within seconds—with messages like “The NFL Selects Ticketmaster, the Jets Select Sam Darnold” creating a citywide reaction that extended the draft experience beyond the venue.
Results
- 3.42% web visitation rate with 190% lift over control group
- 0.081% conversion rate with 43% lift over control group
- First-ever near-census level measurement of OOH campaign effectiveness
- Secured Ticketmaster’s expanded Agency of Record partnership
