CBS & LiveWire Sport bring updates from The Ashes to commuters on the Tube

CBS Outdoor UK this week announced that it will be bringing up to the minute scores and text commentary from The Ashes to digital screens on the London Underground, for the duration of the hotly-anticipated test match starting on 1st August.

As the Ashes returns to Old Trafford for the first time since 2005, match updates will be brought to commuters via Cross-Track Projection (XTP) screens throughout the five days of the match.  As part of a three way partnership, LiveWire Sport will supply editorial updates, which will feed into a brand new Content Management System – Broadcast on Demand (BOD), developed by Fin London.

As well as providing score updates, this dynamic delivery system will also feed in Tweets from passengers on the Underground.  Within minutes, every part of the creative can be changed at the touch of a button. This activity demonstrates how the flexibility of XTP screens can be leveraged to bring highly sought after sporting updates to the valuable London audience in a high dwell time environment.

Jason Cotterrell, Managing Director at CBS Outdoor UK:

“we are really excited to bring the very latest updates from one of the oldest sporting competitive rivalries – The Ashes to commuters on the London Underground.  We have worked in partnership with Fin London and LiveWire Sport to deliver a true first, and we look forward to offering similar engaging content in the future, given the vast range of sporting activities which engender huge interest and passion in the capital.”

The campaign will run from 11am-7pm from 1st – 5th August and feature on 60 screens within central London and you can also follow the hashtag #undergroundashes for more details and get involved in the conversation.

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About author

Daniel McLaren
Daniel McLaren 820 posts

Dan is the Founder & CEO of Digital Sport. Can be found at sports industry events and heard every week on the Digital Sport Insider podcast. @DanielMcLaren

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