News UK’s recently formed in-house agency Pulse Creative has launched its first campaign for the Sun, which will feature live reactions to Euros matches on digital screens across the UK.
In a newspaper first, Sun writers will provide headlines and updates generated in real-time across the 700 digital screens across the UK and Ireland, reacting live as action happens.
The ads have been placed to reach fans at home, on their way to the game and in key football environments via road, rail and pub digital advertising. News UK claims the campaign is expected to reach 47 million people.
The Sun has been chosen to host the multi-channel campaign on the Euros to complement its football coverage in paper and online.
It is the first major piece of work by News UK’s new on-site agency Pulse Creative. The team paired up with CMS company Kinetic Active, who built the bespoke content management system (CMS) to control the digital out-of-home (DOOH) output across the digital screens nationwide.
The campaign will also feature digital activity across social channels Twitter and Facebook and display through AOL and Affectv. Twitter will power an “excuse generator” for fans, while AOL has produced a selfie platform where fans can put their own faces on to a collectible sticker with their chosen country’s kit and flag.
The agency has also sealed an exclusive partnership with talkSPORT, that will see the Sun as the official sponsor of the Alan Brazil paper review, with Sun journalists giving pre match interviews and a post-match phone-in show.
The campaign will maintain a regionalised focus with content generated by local teams of copywriters and journalists as part of News UK-wide move away from London-centric coverage.
The Irish Sun has dropped its price to 50 cent to celebrate the launch of #Tournamental. The full campaign will launch nationwide on 10 June and will run throughout the Euros.
Danny Josephs, managing director at Pulse Creative, said: “This campaign is a great example of how our new Pulse model works best - media and creative sitting in the same place working hand in hand on the same brief to give our client a totally joined up solution."
The Sun's editor-in-chief, Tony Gallagher said: "The Sun has always provided our readers with expert football news and views. With the Tournamental campaign we hope more fans up and down the UK will get to see our unrivalled coverage of Euro 2016."