BrightSign partnered with Zephyr Media to deliver a Digital Out Of Home (DOOH) advertising network for Austin Fan Fest 2013, the interactive festival that ran in parallel with the Formula One 2013 United States Grand Prix. The four-day festival – which occupied 12 square blocks in historic downtown Austin – included dozens of interactive and educational displays, as well as dining, entertainment and live music.
“Austin is known the world over for its ability to put on a show, and F1 racing is at the pinnacle of automotive engineering,” said Luke McEvoy, Zephyr Media’s vice president of marketing. “Working closely with BrightSign, we created a DOOH network that reflects that fast-paced entertainment and cutting-edge technology.”
Festival attendees were drawn by activities for all ages. The event included six stages hosting activities for children, families and race fans, including some of music’s hottest acts, an X-Games action sports zone, food trucks, and F1 race car simulators and interactive exhibits.
“Large-scale outdoor events provide a massive audience that advertisers have traditionally struggled to reach – that all changed with the advent of powerful DOOH ad networks,” said Jeff Hastings, CEO of BrightSign. “Zephyr Media is a great partner, and working together we created a compelling advertising platform that yielded great ROI for sponsors of this year’s Austin Fan Fest.”
For event sponsors, Austin Fan Fest 2013 delivered a captive audience of elite motorsport fans in a festive mood – individuals with a high level of disposable income. Zephyr Media’s DOOH Network took advantage of this market and enabled advertisers to successfully target this audience.
While Zephyr Media’s DOOH Network was conceived initially to deliver high-impact advertising for event sponsors, the network was also used as part of a pro bono effort to raise awareness for relief efforts currently underway in the Philippines, following the typhoon that recently devastated parts of that country. The Digital Screenmedia Association created a number of 15-second public service announcements that include instructions on how to donate to the relief effort. One of those 15-second spots ran twice during each 45-minute segment for three days, displayed on a High Definition 16:9 screen that measures 33 feet across. This was the largest screen at the event and was visible from nearly a quarter mile away. Zephyr Media ran the spots free of charge using BrightSign’s players.
Austin Fan Fest took place in downtown Austin, TX November 14-17, 2013.
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