R/GA LONDON, London / SNAPTIVITY / 2017
1.5m people flow into stadiums across the UK every weekend to experience the thrill of live sports. Nothing beats watching the game from inside the stadium, but capturing that excitement on individual phones is hard, and often ruins the moment. Additionally, as the stadium experience has become more immersive, fans have developed ‘banner blindness’ – they no longer notice traditional sponsorship.
We were looking for a game-changer – a genuine and memorable way for teams and sponsors to be part of fans’ live sport experiences while keeping fans glued to the pitch, not to their smartphones. We wanted to create an easy-to-install, scalable solution for bringing innovation into stadium infrastructure – a way to increase the value stadiums can offer to fans, teams and brands.
In sports stadiums around the world, including Wembley, Twickenham and eight FIFA 2018 World Cup host stadiums, we are transforming the way that teams and sponsors connect with fans. By capturing candid fan reactions at live events, instead of photographing the action on the pitch, we are enhancing the way that fans keep memories, watch the match and share experiences. Our in-stadium sensors feed our AI during live matches to predict when and where the next big audience reaction will happen, and set the cameras snapping.The photos - targeted down to the seat number - are enhanced by dynamic, contextual content, enhancing every unique moment of sports drama with the right message. This relevance encourages sharing with fan communities on social media.We deliver a genuine and memorable way for teams and sponsors to be part of fans’ live sport experiences while keeping fans glued to the pitch, not their smartphones.
In sports stadiums around the world, including Edgbaston Cricket Ground, Wembley Stadium, Twickenham Stadium and eight FIFA 2018 World Cup host stadiums in Russia, we are transforming the way that teams and sports sponsors connect with fans.
We install our custom robotic cameras, internally connecting them to all our sensors through our AI on a mesh network. During the match itself, the system runs at the speed of the on-pitch action, taking photos when excitement in the crowd spikes.
We use trigger moments during a match to layer dynamic creative content onto the fan photos. Our partners can create content for the overlays in advance, or create it live in response to what’s happening on pitch. This means their messages will always be relevant for the fans, ready to share and earning the brand or campaign an authentic role in the fans’ conversations on social media.