MOST ORIGINAL PAIRING OF OOH ADVERTISING WITH VENUE: Turner Sports - CSSU, Philly Dugout Shelters
Not that Philadelphia fans weren't going to watch their Phillies in the 2011 playoffs without a promotional nudge, but it didn't hurt the cause when Turner Sports converted a host of bus shelters into dugouts. The idea? Put fans in the dugout alongside their baseball heroes. Equipped with mock dugout phones, the shelters featured any number of Philly legends as well as the de rigueur TBS messaging. Passengers who scanned the adjacent QR codes got a neat little surprise, too: Their phones automatically dialed up Hall of Famer Cal Ripken Jr., who offered a greeting and tune-in reminder.