In a newspaper first, the football editorial team of The Sun worked with in-house agency Pulse Creative to provide headlines and updates generated in real-time, as Euro 2016 games unfolded in France. The headlines were typically ‘Sun' in their sense of humour and exuberance, and played out across 900 digital screens in the UK, updating live as the action developed. By the end of the tournament, over 5,000 headlines had run across the different screen formats.
The ads have been placed to reach fans at home, on their way to the game and in key football environments via road, rail and pub digital advertising. News UK claims the campaign is expected to reach 47 million people.