NFL Draft Real-Time Billboard Campaign
The challenge
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.
What I did
I collaborated with Accretive Media to use 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 and 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.
“The idea came from being stuck in LA traffic: billboards should give something back.”
What this proves
- Creative Technology: Conceived the real-time pipeline by recognizing the infrastructure pattern: centralized dashboard, second-level pushes, city as display surface.
- Program Management: Built the war-room operation: hundreds of pre-staged assets, a tactical team, and a publishing cadence covering all seven rounds.
Results
Web visitation rate, a 190% lift over control
Conversion lift over control group
Near-census measurement of OOH effectiveness
Expanded Agency of Record partnership secured
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