White Sox Keeping Fans Up-To-Date With Interactive Billboards

White Sox' Eight New Interactive Billboards Will Feature Real-Time Scoring During Games

The White Sox are hoping eight new interactive billboards, dubbed "Sox-O-Tron," located on area highways south and west of U.S. Cellular Field will "register with fans in their cars," according to Ed Sherman of CRAIN'S CHICAGO BUSINESS. The billboards during non-game times act "just like a regular billboard with ads," but during White Sox games, they "feature real-time scoring, keeping fans up-to-date on the action." White Sox VP & CMO Brooks Boyer: "The thought is to engage people while driving. They see the billboard, see there is a decent game going on, and hopefully it gets them to turn on the radio and listen to the game. ... Hopefully, it triggers something and they say, 'Hey, I haven't been to a game in a while. I'm going to make plans to go.'" Sherman reported another idea behind the billboards is to "condition fans to look for the billboards as a way to connect in real time with the Sox during an otherwise boring drive." The White Sox also are "using modern technology with video boards" at 16 Chicago Transit Authority platforms. The video boards "feature seven-second loops of a Sox game highlight," which again give consumers "something more to look at than just a static ad." But Sherman noted the purpose of the entire exercise is to "get people to go to games" (CHICAGOBUSINESS.com, 6/1).