To ensure that NBC dominated the Monday after the Super Bowl, the planning agency blanketed the full day Monday, February 6, with Smash and The Voice tune-in messaging across out of home, supplementing the print, broadcast, radio, and digital efforts from agency partners.
The planning agency, working with the client and digital specialists, identified 300+ digital OOH screens across 12 markets to supplement the existing efforts across print, broadcast, radio, and digital. The result was NBC’s “Day of Digital,” a national campaign that gave the network share of voice domination across all media. On Monday, February 6, digital OOH advertisements for Smash and The Voice went live across the selected markets.
Out-of-Home Formats: New York and Los Angeles were the markets of primary focus and where the traditional OOH mostly ran: taxi tops, station dominations, wrapped double-decker buses, and a Times Square Spectacular in New York, while engaging a media mix of bus shelters, bulletins, and wrapped double-decker buses in Los Angeles.
The digital media (200 digital billboards across all markets and 100 digital urban panels in New York) ran the day after the Super Bowl.