The 鈥淪pend Your Summer with Eurosport鈥 campaign will feature on ATMs in 54 tube stations across the capital, giving the advertiser an estimated 300,000 so-called one-to-ones with users.
Visitors to a cashpoint will be hit with four individual pieces of activity during their transaction: three different trailers, covering a 10-second, five-second and brief spots, plus a branded receipt.
Pierre-Jean Sebert, managing director of British Eurosport, said: 鈥淚n our very crowded marketplace, I am pleased we are the first television broadcaster to utilise this technology, and have no doubt others will follow.鈥
The campaign was booked using the new ATM:ad network, which has already signed major deals with United International Pictures, Nestle, British Airways, Fox Home Entertainment and Comic Relief.
By Kevin May
Eurosport signs ATM deal
British Eurosport has launched what it has claimed is the first ad campaign booked by a TV broadcaster to run on the London Underground鈥檚 network of cash machines.
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