Sky Bet's 3D Wembley billboard revealed the match result in real time

Celebrate a decade of the EFL sponsorship and reinvent matchday for fans, as the first campaign developed by new media agency EssenceMediacom.

A 3D billboard that waits for the final whistle: reactive creative rendered the winning team's logo and colors in real time the moment the match ended.

An all-day fan journey: creatives in the teams' hometowns, at key London train and underground stations and on roadside sites, culminating in the first-ever 3D creative at Wembley Boxpark that switched to the winner's colors post-match, with celebratory hometown screens fans could photograph.

No results given. EssenceMediacom OOH director Hannah Cooper called Sky Bet the first brand to leverage 3D at the site, "re-inventing what the visual match day experience looks like."

Sky Bet made the Championship play-offs more memorable for football fans with the first-ever 3D creative at Wembley Boxpark. To celebrate 10 years of Sky Bet's English Football League sponsorship, the betting company used the installation to drive fan engagement and show off the score, as the first campaign developed by its new media agency EssenceMediacom.

The out-of-home campaign tailoured media to the full fan journey: an all-day experience with creatives at the teams' hometowns, at key train and underground stations in London, and on roadside adverts. The centerpiece was a reactive, dynamic 3D creative spread across the Wembley premises that changed in real time, depicting the winning team's logo and colors once the match was over — and for a perfect ending, fans could take pictures in front of celebratory creatives displayed in their hometown post-match.

"As the first brand to leverage the possibilities of 3D at this site, Sky Bet is re-inventing what the visual match day experience looks like," said Hannah Cooper, OOH director at EssenceMediacom. Sky Bet's head of brand and sponsorship Leigh Peacock-Goodwin: "By offering this reactive real-time creative, we're able to share those moments that really matter to our audiences, and position ourselves as a brand that understands what football is all about."

A decade of EFL sponsorship deserved a statement, and the play-off finals concentrate the most passionate fans in one place.

Reactive creative ties the spend to the actual result, so the board is always about the team that just won.

Mapping creatives across hometowns, stations, roadside and the stadium covered the whole matchday journey.

Fans photographing the result turned the board into earned social reach after the final whistle.

Live sport is live media: an OOH board that reacts to the actual result gives fans a place to gather after the whistle — timeliness, not scale, is the spectacle.

The installation ran across the 2023 EFL play-off finals weekend at Wembley. No performance results were reported.