Short List
Category E03. Innovative Use of Technology
Name Company Position
Robert Northam R/GA London Creative Director, Visual Design
Rosie Flood R/GA London Producer
Jessica Ryde R/GA London Senior Consultant
Ed Steadman R/GA London Junior Video Editor
Martin Spurway R/GA London Senior Experience Designer
Julen Saenz R/GA London Visual Designer
James Temple R/GA London EVP Chief Creative Officer EMEA
Nicolas Olivieri R/GA Ventures Senior Director of Programs
Matt Webb UK Accelerator Managing Director IoT
Lisa Ritchie R/GA Ventures Program Director
Chloe Cronyn R/GA London Content Producer

The Campaign

In sports stadiums around the world, including Wembley Stadium, Stamford Bridge and Molineux Stadium, we are transforming the way that teams and sports sponsors connect with fans. Collecting numerous data points from sensors set up throughout a stadium, our AI predicts when and where the next big audience reaction will happen. This triggers our robotic cameras, which then capture thousands of candid individual fan reactions, mid-game. These moments are sent straight to fans, using our API and a unique stadium mapping tool. Snaptivity matches every photo to an individual seat number – and adds creative content from teams or sponsors.

Creative Execution

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. This system can be implemented just for one special match, such as the Champions Cup Final that we supported, or for longer events such as the T20 in Edgbaston or a whole season such as in Wembley Stadium. During the match itself, the system runs at the speed of the on-pitch action, taking photos when excitement spikes. On average, we capture 15 photos for every single fan in the stadium on a match day. We use trigger moments during a match to layer dynamic creative content onto the fan photos so as to enhance the memory and make each unique photo or video stand out. Our partners can create content for the overlays in advance, or create it live in response to what’s happening on pitch. Capturing candid fan moments in this new way helps fans create valuable memories and share special moments from live sports events. Brands and teams get an authentic and lasting way to contribute to their target audiences’ social conversations. Along with a smart user experience that drives social sharing in fan communities, we generate unique, high-quality, authentic fan content as fast as the match is played .