Fin and Exterion Media will bring 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 will supply editorial updates, which will feed into a brand new Content Management System developed by Fin. As well as providing score updates, this dynamic delivery system will also pull in tweets from Underground passengers. Within minutes, every part of the creative can be changed at the touch of a button.
Jason Cotterrell, Managing Director at Exterion Media comments, “we are really excited to bring the very latest updates from one of the oldest competitive sporting rivalries - The Ashes - to commuters on the London Underground. We have worked in partnership with Fin London and Livewire 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.” Andrew Newman, Marketing Manager at Fin says, “since we first created content for digital screens, we’ve been working on a system to create live content. This system simply puts the editorial control into the client’s hands, creating an ‘open campaign’ that the viewer can also contribute to. Sports news is one of the best ways to illustrate the live nature and interactivity of XTP.” Initially the campaign will run on the 3rd Test from 11am-7pm from 1st - 5th August and feature on 60 screens within Central London.