Wolverhampton Wanderers Deliver Supersized Brand Content

Innovative new digiBOARD solution offers 'Mega Minute' exposure for brands

3 October 2018

Dan Gray

Marketing Officer

  • Wolves install new double row perimeter LED system.
  • System allows club and brands to deliver ‘Mega Minute’ supersized content spanning both displays.
  • Maximises value for sponsors, whose message is effectively doubled in height, creating huge impact amongst TV audience.
  • System also utilises ADI’s Virtual Hybrid LED technology, making it possible, through Augmented Reality (AR) to digitally change the perimeter content seen by fans watching a match in different countries.
  • UEFA compliant technology means the system can be used in European competitions.

Wolverhampton Wanderers have achieved a Premier League first with the installation of a new double perimeter LED system, which has the unique ability to deliver ‘supersized’ branded content to audiences watching on TV.

The new platform, designed by our team of engineers will allow the club’s partners to significantly increase their exposure by delivering ‘Mega Minute’ branding during a match. The new technology makes it possible to seamlessly stretch sponsors’ content across two parallel perimeter LED systems – effectively doubling the height of the advertising display seen by the TV audience.

‘Mega Minute’ in action

The double row perimeter system, which went live in September, has been designed to create value for commercial partners, who will use the platform to increase the impact of their messaging amongst the global Premier League audience.

The system was activated the first time during Wolves’ clash with Southampton FC, periodically delivering ‘supersized’ content to offer brands a larger digital canvas through which to communicate their message.

Comparison – Mega Minute vs individual content

Offering further flexibility for how the club can help brands activate their partnerships, the LED system also features ADI’s Virtual Hybrid technology, which can digitally replace the advertising content seen by different audiences watching the same match. It means fans in the stadium would see traditional LED content, whilst viewers watching the same match in different countries could see brand content tailored to their region.

Wolverhampton Wanderers have become the twelfth UK club to invest in ADI’s virtual replacement LED, which has been developed with Augmented Reality experts, Supponor.

The image below highlights the distance between the two LED boards, which goes some way to demonstrating the incredible challenge faced by our engineers and software developers, to make the ‘Mega Minute’ content appear seamlessly across the two.

The club’s Managing Director, Laurie Dalrymple, commented

“The solution delivered by ADI is truly game-changing. The new perimeter LED offers huge flexibility for how we can help brands activate their message. We wanted to create a digital platform that offers value for our partners, and the ability to deliver supersized brand content really offers that. Combine that with the opportunity to help brands target specific regions using the virtual advertising functionality, and we suddenly have a very compelling platform. ADI understood exactly what we were trying to achieve, and result has exceeded our expectations.”

Geraint Williams, ADI’s CEO, commented

“Nobody has ever attempted to deliver a digital platform quite like this before so we relished the challenge. We worked closely with Wolves to define the solution, which also extended to the installation of a new LED ribbon and the integration with stadium screens. The result is a hugely compelling fan engagement and commercial platform through which we can synchronise the content delivered across every digital display in the stadium.”

Information on ADI’s stadium display technology is available at www.adi.tv/sport

Article author

Dan Gray

Marketing Officer

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