Through the solution, brands can display content that interacts, in real time, with events in the pitch. The first activations of the technology have already been successfully tested during the match against Coritiba, last August 13th. Advertisers will now have an innovative platform for campaigns in Brazilian football.
The brand that debuted the technology was Pixbet, updating its odds as the game progressed. With the score tied, Corinthians' pay per victory was low, as it was more likely to win, and Coritiba's, high.
After the team from Paraná opened the scoring, Extratime's technology updated Pixbet's advertising: 4.35 odds for Corinthians' victory, 1.85 for Coritiba and 2.95 for a draw.
The ‘Timão’ turned the tables and the values changed again: 1.12, 35.00 and 6.00, respectively. The odds were being changed and displayed alongside the platform's advertising during the course of the match.
The interactivity with the scoreboard according to a product feature is just one of the possible contents that the new technology delivers. Messages can dialogue with pre-game or halftime attractions; link to specific shots like corner kicks, free kicks or penalties; refer to referee decisions, such as checking the VAR or the minutes of added time, among others.
“We had been talking to Extratime for some time, with the aim of implementing this technology that greatly improves the club's advertising delivery. Extratime's solution is impressive and we are sure it will add a lot to our sponsors and advertisers,” says Sandor Romanelli, commercial superintendent of Corinthians.
“Our PixBet partners were thrilled with the preliminary results of engagement and campaign impact,” added Romanelli.
“With immense pleasure, we at Extratime are excited to inaugurate a new era on the Brazilian scene in partnership with one of the biggest clubs in Brazil. In addition to contributing to the growth of Corinthians, our revolutionary solution strengthens the ties between brands and passionate fans even more,” says Matheus Pardini, founding partner of Extratime.
“We are proud to lead the vanguard of LED advertising, and it is with Corinthians that this revolution begins,” adds the executive.
The new technology is available for Brasileirão matches at Neo Química Arena.
Source: GMB
