Google + Real-Time = Gifs???

I first saw the Google real-time display offering with their Nike partnership during the 2014 World Cup. The partnership featured the first instance of Google testing their real-time display delivery platform at scale with 8 different real-time activations displayed in 15 different countries recreating key moments through the lens of Nike’s Risk Everything campaign.

Screenshot 2014-09-04 15.53.48

Nike athletes were digitized into the Risk Everything creative and fans were able to remix and share key moments. The results were two million fan interactions across 200 countries by the end of the World Cup.

BN-DQ981_0711ho_F_20140711165704

With the kick-off of Football season tonight we are now seeing a collaboration between EA Sports and Google to provide real time animated Gifs that are easily sharable. The catch, this is not happening in a social channel, this is served to fans browsing sports-related sites such as the bleacher report through Google’s ad display network.

The campaign will feature real-life action highlights recreated by Madden players during tonight’s Seattle & Green Bay season opener. The goal is to enable the creation of sharable content at scale.

sorrycheeseheads

Users can customize their own gifs on an EA micro-site called the Giferator that is optmized for multi-screen engagement.

cowboys_dmurray29_kisssky

Google is partnering to build “affinity segments” to drive additional personalization through fan interaction. In this case the teams that are selected are mapped to the individual for better targeting in the future. This is another example of how Google “gets it” when it comes to reinventing their approach to display as well as maximizing the reach of their ecosystem.

Follow Tom Edwards @BlackFin360

BlackFin360

 

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s