LUMO partners with Tribe to activate real-time sports data in DOOH

Following the successful delivery of New Zealand Rugby’s Dynamic DOOH campaign for Super Rugby 2023, LUMO Digital Outdoor has announced a strategic partnership with Tribe, an innovative mobile app designed to bring sports enthusiasts together in interactive and dynamic online communities.

As a destination for sport, Tribe’s mobile app provides the latest news and updates on sporting codes including football, cricket, rugby, hockey, netball, and basketball. Easy-to-find scores and schedules, live match action and real and human-generated commentary paint a picture of what’s really happening in many of the world's biggest leagues & tournaments.

And now this plethora of sporting intel is set to be integrated into advertising campaigns, with LUMO providing advertisers with exclusive access to Tribe’s proprietary API to activate real time, custom sports data in DOOH.

Recognising a ‘packed’ sporting schedule over the next 18 months, and with more and more brands aligning with the scale of these events - this partnership “makes complete sense”, says Jack Plowright, LUMO’s GM of Programmatic.

“If you love to follow sports, or just jump on bandwagons like me, you’ve got to check out Tribe. Edwin and the team at Tribe have built a rich community around a great product. A place for fans, housing extensive local & international sporting content right at your fingertips”.

An example of this new capability in action is OMD New Zealand’s recent campaign for Super Rugby, head-to-head live scores were shared across LUMO’s Digital billboard network in locations where the matches were being held. The campaign was delivered between kick-off and the final whistle, with the final score staying live for the hours following the result.

Edwin Darlow, CEO at Tribe says, “It’s an exciting opportunity for brands to leverage the creative capabilities of digital OOH and engage with sports enthusiasts in a more impactful and interactive way. We believe that by combining LUMO’s expertise in DOOH technology with our proprietary API, brands will be better equipped to deliver truly innovative campaigns that capture the excitement and energy of sports.”

This is the first of a number of strategic content and data partnerships that LUMO is set to announce this year as the DOOH network responds to the growing demand from advertisers and agencies to think more about how the channel uses its digital credentials and data capabilities to better reach and engage New Zealand audiences.

 Tribe is available to download via the App Store and Google Play Store.