Sprite’s heat-activated digital billboards suggest a future spot for OOH in the media mix

As more ad dollars become digital dollars, brands are changing how they use more traditional marketing methods.

Marketers at Coca-Cola’s Sprite have been relying on digital out-of-home (DOOH) to cut through the summer heat, for example.

Alongside paid social activations on Meta, as well as online video and digital display units, the brand is running digital out-of-home (DOOH) work triggered by rising local temperatures. If the thermometer in Rome, for example, hits a preset temperature, ads reminding consumers to get a cold refreshment (preferably a Sprite) will run. Lower temperatures will trigger different ads from the beverage brand, which is running the campaign across the E.U. and in the U.K. Australia, Korea and the Philippines.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.