Background
In December, Finns were able to experience something completely new on television and online: the journey of reindeer across the fells of Lapland, but also in the middle of the city, on Outshine’s digital surfaces. Reindeer Live brought the routes of Kaija, Paula, and Seppo into view for everyone in real time. Behind the program was Digita, which had previously gained great popularity in the spring with Betonilive, and Ranniot, who developed a tracking application for reindeer owners.The goal of Reindeer Live was to demonstrate in practice how Digita’s IoT solutions make the everyday life of reindeer owners easier. Ranniot and Digita have been collaborating on the digitalization of reindeer tracking since the last decade.
The aim was to create a warm-hearted live broadcast where the whole family could follow the reindeer's journey together and guess who would eventually travel the longest distance and perhaps become Santa’s sleigh puller. At the same time, we might finally find out how long that famous 'poronkusema' really is.
Execution
Outshine brought Reindeer Live to the streets, onto digital surfaces in the heart of Helsinki. The live broadcast showed viewers the reindeer routes and distances directly on digital surfaces at the same time as the broadcast aired on television and online.The implementation combined, for the first time in Finland, livestreaming and infographics on digital outdoor advertising surfaces. All data was automatically updated from Ranniot’s tracking service to Digita’s livestream and then to Outshine’s digital surfaces, which in turn followed the same rhythm as the reindeer, in real time.The aim was to create a warm-hearted live broadcast where the whole family could follow the reindeer's journey together and guess who would eventually travel the longest distance and perhaps become Santa’s sleigh puller. At the same time, we might finally find out how long that famous 'poronkusema' really is, says Tuomas Kolkka, Head of IoT Business at Digita.
Result
Reindeer Live brought the reindeer not only to the web and television but also into the middle of urban life – literally onto the streets. Outshine’s digital surfaces delivered something that few get to experience: the chance to follow Santa’s reindeer in real time, right in the middle of the city.The project demonstrated how data‑driven outdoor advertising can create an experience and the magic of Lapland directly into the glow of city lights.The Reindeer Live broadcast can be viewed, in addition to outdoor advertising, on antenna network channel 24 and on the digita.fi website until Christmas Eve.
Campaign Team:
Program concept & broadcast, nationwide LoRaWan network for IoT tracking:
Tracking service designed for reindeer owners:
Livestream implementation for outdoor advertising:
