Nike, Google, W+K Allow Sports Fans to Create Digital Posters in Real-Time
In partnership with Google's "Art, Copy & Code" project, Nike engages sports fans globally by allowing them to create their own digital posters
- 15 july 2014
Advertising is changing more and more everyday; and more and more with creative ways to engage users, fans, and consumers via the internet, smartphones, laptops, tablets, and devices.
Google’s “Art Copy & Code” project was designed as a series of experiments to re-imagine the future of advertising, and how technology and creativity mesh together to create what’s next.
As part of engagement efforts to help Nike bring their brand to life through soccer players, Google reimagined what real-time advertising could look like – transforming its traditional AdWords platform into a customized, user-friendly system aimed to strategically play ads that correlated with what was going on live, on TV, during a real-time game.
Through a specially designed, real-time ad delivery tool, display ads were shown across the web on sites and apps in the Google Display Network within seconds of a Nike athlete’s play happening on TV. When a player made a remarkable play, the Google technology allowed Nike to deliver ads celebrating the moment within ten seconds of the events happening on live TV – to other devices (phones, tablets and laptops).
Synergistically, using modern browser technologies like HTML5 and WebGL, Nike’s athletes were able to then come to life in 3D across screens various other screens, and the campaign was able to make use of the unique capabilities of mobile devices.
Once fans saw the ads, they were then prompted and able to panoramically span 360-degrees around a player of their choice, capture their own shot, and add their own custom message and graphics to share with others around the world.
It all comes to life above and for the full story that includes behind-the-scenes footage, go here.