QMS, together with Sportsbet, launched a digital billboard campaign in Brisbane that delivered dynamic messaging favouring the QLD Maroons to win the opening State of Origin game.
In an outdoor media first for Sportsbet, QMS’ iconic digital billboard ‘The Barracks’ on Petrie Terrace came alive with creative that playfully sledged the NSW Blues. The campaign saw Sportsbet engage with Brisbanites throughout the day via a hangman-style guessing game to reveal copy supporting the Maroons.
State of Origin
Powered by the Digilab and utilising remote URL hosting and FTP technology, Sportsbet had the ability to update copy and reveal letters in a matter of seconds in the lead up to the game.
The NRL Footy Show broadcasted the billboard in two live crosses to NRL superstar turned presenter, Joel Caine, who sequentially revealed that day’s message to be ‘QLD Getting Old, NSW Getting Worse,’ a defiant reference to the Maroons being older but not out of form for the upcoming blockbuster.
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
Christian Jantzen - Sportsbet spokesman
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