With most UEFA Champions League games playing live after midnight in Vietnam, those who stay up for the action are likely dedicated and passionate fans. It makes sense then that Ford and Xaxis Sports used data to trigger ads around emotional moments last season, helping sales objectives for the campaign to come in over target.
The campaign used data to time ads to show on people’s mobile phones at emotional points of games, for example when a team scored. It also used typical moments of second screening, such as half time, to also serve ads to people watching.
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