Real-Time #SweatLag Campaign
- by Larissa Faw , July 5, 2018
Calling it a first, Delta Airlines and Equinox Fitness are using real-time flight data to dynamically trigger the creative content on digital billboards.
The companies
worked with Wieden+Kennedy, OMA, Clear Channel Outdoor, Lamar Advertising Company and Wow Media on the project.
The #SweatLag campaign first distributes free, one-day gym
vouchers to passengers on select red-eye flights. Then, digital billboards in proximity to LAX will display messages intended specifically for these passengers.
Using data
from FlightAware, the billboard content features the flight number and city of origination to remind them to "sweat their jet lag away." This billboard content will update after the selected flights
land, to reach passengers as they leave the airport.
"We will be able to engage specific passengers as they depart LAX in a highly effective and memorable way,” said Ian
Dallimore, director of digital innovation and sales strategy, Lamar Advertising.
The four-week campaign, utilizing a total of 10 digital billboards, will conclude on July 22.
There are no plans to extend the initiative to additional airports at this time.
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