Problem How can the Tampa Bay Lightning drive higher levels of awareness and increase social media activation with NHL fans? Solution By targeting a key area of the market with high-impact OOH creative tied to the theme of the team. Background Historically, the Tampa Bay Lightning has been a believer in out of home. Great creative has insured the success of their previ- ous campaigns. A growing fan base and increased ticket sales have been attributed to out of home, so it has become a power- ful addition to their media mix. The team also utilizes social media coverage, so creating an OOH design that would amplify on social media was of the utmost importance. Objective The objective was to use special effects on a bulletin to ignite excitement among NHL fans in a high traffic l

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