| Title | FEEL THE GAME PROJECT |
| Brand | ELISA |
| Product/Service | FEEL THE GAME PROJECT |
| Category |
A02. Creative Innovation |
|
Entrant
|
WÖRKS Helsinki, FINLAND
|
|
Idea Creation
|
ELISA Helsinki, FINLAND
|
|
Idea Creation 2
|
GREAT APES Helsinki, FINLAND
|
|
Production
|
COCOA MEDIAPRODUCTIONS Helsinki, FINLAND
|
|
Additional Company
|
NEMO Helsinki, FINLAND
|
Credits
| Mikko Airas |
Wörks Oy |
Creative Director |
| Emma Autio |
Wörks Oy |
COO |
| Esa Peltonen |
Wörks Oy |
Creative Strategist |
| Tiina Kuusisto |
Elisa Oyj |
Vice President of Marketing Consumer Business |
| Merja Vane Tempest |
Elisa Oyj |
Development Director |
| Tommi Taponen |
Elisa Oyj |
Senior Marketing Manager |
| Tomi Wirtanen |
Elisa Oyj |
Vice president, Customer Marketing Communications |
| Ilkka Vanala |
Elisa Oyj |
Business Manager, Elisa Viihde Sport Users |
| Valtteri.santala |
Great Apes Ltd |
Producer |
| Teemu Huttunen |
Great Apes Ltd |
Developer |
| Constantin Freche |
Great Apes Ltd |
Art Director, Motion Designer |
| Niko Sipilä |
Great Apes Ltd |
Designer |
| Sami Blick |
Great Apes Ltd |
Developer |
| Katri Saarikivi |
The Nemo Project |
Cognitive Scientist |
| Valtteri Wikst |
The Nemo Project |
Researcher |
| Tommi Makkonen |
The NEMO project |
Lab Engineer |
| Jari Lehtinen |
Jari Lehtinen |
Wizard of electronics |
The Campaign
Football is the world’s most popular sport. Its fans have access to every possible kind of background information, from the number of kilometres ran to passes completed and goals scored. The game evokes powerful emotions not only in the audience but on the pitch, too. The players’ real emotions, however, have remained a mystery to the fans. Until now.
Elisa’s online TV streaming service broadcasts a wealth of matches from both domestic and international leagues. The company wanted to give its customers a glimpse into the future of sports entertainment and show how technology can make even a sport as familiar as football into a whole new experience.
Creative Execution
First, we created a wearable version of an ultra light EEG scanner, which was able to send data of the player’s brainwaves to a computer in real time from long distances.This was not easy. Using the latest studies in their field, the neuroscientists developed algorithms to translate the EEG signals into four different emotions or states of mind: Flow, Go, Stop and Effort.
The signal was visualised with emoticons and video snippets. We created a HTML5 website which then allowed the audience to follow the live stream with the visualisations with their mobile phone or PC.
We had only a handful of full setup training before the D-day, but everything worked perfectly.
The project received overwhelming media attention even before the game. The largest national newspapers had all featured the project, and heated discussion was taking place on online boards, too.
On the match day the project was advertised both at the stadium and online. It was possible to follow the visualisation of emotions either live or as a version synchronized to the video stream. Thousands of people were able to watch the visualization on their phone or computer screen, seeing how the player’s state of mind changed from Flow to Stop or all the way to unwilling Effort.
To Elisa the test was an important pilot project, which can potentially be expanded to a number of other sports. Elisa has their own VOD sports service, Fanseat, which seeing into possibilities of trying the technology on other sports.
Feel the Game project by Elisa
Turning emotion data into sports entertainment
http://feelthegame.squarespace.com/
Elisa, Finland’s largest telecom and digital service provider, wanted to offer sports fans something truly revolutionary. The result was the Feel the Game project, which enabled the audience to follow a football player’s emotions during an important match – measured with a brain scanner during the game, in real time, for the first time ever.