Sport Nation // Live Commentary Sound bites // LUMO Labs

Driving the Game to Listeners

The Sport Nation Live Commentary campaign transformed roadside digital billboards into a real time sports feed, giving motorists a compelling reason to tune in. Leveraging Dynamic Creative Optimisation (DCO), we delivered live cricket scores for BLACKCAPS matches, paired with dynamic sound bites from Sportnation’s award winning commentary team. This innovative approach ensured the message was always current and contextually relevant to listeners on the move.

The campaign’s strength was its highly targeted, event driven content during peak traffic congestion. By integrating the live score API with added commentary, the billboards could immediately update to reflect key game moments such as a wicket falling, a six being hit, or any other major milestone alongside the current score.

This strategy was particularly effective in capitalising on the packed window of BLACKCAPS games in November, converting a passive commute into an active engagement with the live sporting event, and driving immediate station changes to catch the excitement.

This strategic use of real time data to drive real world actions showcases how Latch Digital creates smart, reactive channels. The seamless flow of information turns a standard digital display into a powerful, real time news source, making the campaign unmissable for cricket fans and delivering a high impact for Sportnation and their audience.