• by Steve Smith , Staff Writer, October 19, 2023

When the Bucks win, you win...a Wendy's Frosty. It was a great localized promotion idea that required near-real-time media execution. Digital Out of Home screens allowed franchisee Manna Hospitality Group / Bridgeman to beat even the traditional TV and radio channels for the promotion. Better than that, store level sales data allowed the brand and agency to tie IRL impressions to sales lifts, showing how DOOH outperformed even radio and TV. Earlier this month, at MediaPost’s Digital Out-of-Home Insider Summit, this was one of the most compelling uses of the medium’s strengths for day-parted messaging and dynamic content. Gina Sisk, Media Director, Manna Hospitality Group and her agency partner Kristy Schlepp, CEO, Outdoor Nation, shared the novel campaign’s execution and results.