Discover how BIG Digital used OnSign to power a nationwide network of Smart Digital Merchandisers for Diageo during the world's biggest soccer tournament. Learn how approximately 200 screens across 13 major U.S. retail banners delivered live, tournament-driven content right beside brands like Casamigos and Buchanan's, all managed from a single platform.
A global leader in premium spirits, Diageo set out to extend its 2026 international soccer sponsorship beyond stadiums, broadcasts, and social media, and into the moment when shoppers decide what to buy.
The Challenge
Major sponsorships often lose momentum at retail, the last step before purchase. A campaign built around a live tournament also moves as fast as the games themselves: results change daily, storylines evolve, and content that felt fresh in the group stage can be outdated by the knockout rounds. Printed point-of-sale materials could not keep up with that pace, and Diageo needed a solution that could scale quickly across hundreds of stores with very different layouts and formats.
The Solution
BIG Digital deployed approximately 200 of its Smart Digital Merchandisers in stores across the United States, with OnSign as the content management platform behind the entire network. The rollout reached 13 retail banners, including Total Wine & More, Spec's, Kroger, Safeway, Albertsons, Hy-Vee, Ralphs, and Twin Liquor, among others.
Positioned right next to featured products, the screens displayed soccer-themed content such as live match updates, standings, tournament highlights, trivia, cocktail ideas, and branded storytelling. The portable format of the merchandisers allowed each unit to be installed in minutes, while OnSign kept every screen synchronized and up to date throughout the tournament.
Why OnSign
For a campaign tied to a live global event, BIG Digital needed a platform flexible enough to bring Diageo's creative vision to life and reliable enough to keep approximately 200 screens running smoothly across the country. OnSign delivered on every requirement:
Custom layouts: Diageo's creative called for both landscape and portrait videos playing inside a window, framed by a branded background. Using OnSign campaigns, the team combined video with a static background image in a single layout.
Lower hardware costs: OnSign ran directly on commercial displays with built-in System on Chip (SoC) technology, removing the need for a separate media player at each location.
Flexible scheduling: Playlists could be switched at specific dates and times, and individual pieces of content could be set to expire, keeping messaging current as the tournament progressed.
Third-party apps: Apps and websites were added to playlists through a simple URL, playing seamlessly alongside videos and images.
Monitoring and alerts: BIG Digital and Diageo had visibility into player uptime and received automatic alerts whenever a screen stayed offline beyond a defined period.
Playback reporting: Exportable reports on specific content playback provided clear proof of performance throughout the campaign.
"We needed the ability to run very specific localized content as these displays were running across the US. We could group screens by state to run local content specifically targeting that area, in addition to running a general playlist for all screens." Said Adam Smith, Operations Manager, BIG Digital.
Benefits
For Diageo, the program added value to a major sponsorship investment by bringing it to the point of purchase, with performance and network activity tracked through content playback, uptime and campaign reporting.
For retailers, it created a more dynamic and engaging in-store experience.
For shoppers, it put timely, relevant content right next to the products they were already considering.
For BIG Digital, OnSign provided the reliability and flexibility to scale a nationwide activation quickly and keep it running smoothly for the full length of the tournament.
By combining BIG Digital's retail hardware and activation expertise with OnSign's digital signage platform, Diageo turned in-store screens into a high-impact media channel that connected the excitement of the summer's biggest soccer event directly to purchase decisions.