GIFERATOR generated a live stream of animated GIFs triggered by the action unfolding on TV. Real-time ads, tailored to fans of each of the 32 NFL teams, reached audiences on second screen devices where they were already looking for content about their favorite teams and live games. Fans could also take control of the GIFERATOR and create their own GIFs on any device. With its epic scale and targeted reach, GIFERATOR set a new standard for real-time marketing, keeping Madden relevant all season long.

For every NFL game, GIFERATOR generated a live stream of animated GIFs triggered by the action unfolding on TV. Those GIFs were delivered in a second-screen experience, and also published in real-time ads distributed through Google’s global ad network, target ads to the fans already looking for game content.

Each fan would see his team’s side of the story.

, fanning the flames of the rivalry as it unfolded.

By using live NFL data, GIFERATOR ads showed game data that was often slightly ahead of the content on websites where the ads were displayed. Ad units were distributed to coincide with upcoming match-ups and viewers were shown ads relevant to their favorite team at moments of peak interest before games. Affinity for specific NFL teams factored into which versions of each ad were served to consumers, based on individual search history. Ad units brought our audience to the desktop or mobile experience, where they could build their own GIF complete with a caption.

Fan-created GIFs were shared massively during live games, and used to comment on events during the game, moments after those events took place. Shared content was a combination of our pre-captured player animations, creative background images, and either our prepared captions or those written by fans. GIFERATOR scaled easily because it was built to create and display relevant content based on a live data feed during live games, rather than relying on consumer-generated content.