ADIDAS — CS PlayCMSOmni360DSP
- RACE ROUTELocation-based targeting
- RACE HOURSTime-based activation
- FAST LAUNCHSituational campaign
- BUDGET EFFICIENCYMajor-event visibility without a full sponsorship package
Programmatic DOOH · Almaty Half Marathon
The challenge
Build a strong and integrated brand presence around the Almaty Half Marathon, reach runners and sports audiences at the right moment, and do it without relying on a traditional sponsorship package.
The solution
Adidas and DASM launched a fast-turnaround situational pDOOH campaign through Omni360 DSP. Digital screens were activated along the race route and around the event schedule, with the campaign going live just days before the half marathon and running continuously during race day. Programmatic delivery helped concentrate media investment on the most relevant locations and time periods.
The impact
The activation embedded adidas into the event environment and gave the brand the visibility and presence typically associated with a major event partner — while using the media budget far more efficiently than a traditional sponsorship package.