February 05, 2010 12:40 ET

TxDOT Taps Ecast Network for Drunk Driving Message to Super Bowl Fans

Rides Heels of Successful "Reindeer" Campaign to Send Local Cab Numbers to Target Venues

SAN FRANCISCO, CA--(Marketwire - February 5, 2010) - When the Texas Department of Transportation (TxDOT) wanted to get the word out to holiday revelers to find a sober ride home or call a cab, they tapped the Ecast network to deliver the message via its interactive jukebox platform. Riding on the heels of the huge success of that campaign, which sent a list of cab company phone numbers to a mobile phone number that a bar patron entered, TxDOT is launching a Super Bowl campaign this weekend with a similar message: "It's not whether you win or lose, it's how you get home." The campaign also includes an interactive game called "The Pigskin Challenge" to engage bar patrons with the campaign to increase the effectiveness of the sobering message.

"The Ecast network gives us an opportunity to have a voice in bar environments and reach patrons at that critical moment of decision not only with a 'don't drink and drive' message but with the actual means for a safe alternative," said Nigel Lowrie, account supervisor with Sherry Matthews Advocacy Marketing. "Ecast's interactive, broadband platform allows us to send localized cab numbers to patrons who make the right decision and is something we've always wanted to do -- facilitate closing the loop with the desired action."

As with the December "reindeer" campaign, Ecast's advertising team and creative services collaborated with TxDOT and its ad agency to leverage the capabilities of Ecast's media platform -- a sophisticated content distribution network integrated with DoubleClick's DART Enterprise ad serving technology -- to geo-target locations in order to serve the ads to specific venues within the scope of the campaign specifications. The creative consists of an animated, 20-second MPEG2 track loop, banner and tower ads. The Super Bowl campaign uses the designated market area (DMA) targeting capabilities of the Ecast platform to send localized cab numbers to jukeboxes in specific locations.


About Ecast
Ecast is the leader in place-based interactive media. Offering an end-to-end solution that allows marketers to deliver a branded, consumer experience to out-of-home venues, Ecast leverages the personal impact of a touchscreen display with the interactivity and targeting capabilities of the Internet and the scalability and cost-efficiency of a hosted software service. Ecast's hospitality network delivers digital music, games, entertainment, information and interactive advertising to more than 10,000 bars, restaurants and nightclubs across the United States and offers marketers unmatched coverage of the 21-34 year-old demographic out-of-home. Advertisers on the hospitality network represent a cross-section of industries and the biggest national brands, including Visa, McDonalds, VH-1, Geico, Verizon, Absolut, Jeep and Microsoft. For more information, please visit

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