ROBOTIC CAMERAS CAPTURE FAN EMOTIONS AT LIVE EVENTS

ClientSNAPTIVITY
Category C05. Co-Creation & User Generated Content
TitleROBOTIC CAMERAS CAPTURE FAN EMOTIONS AT LIVE EVENTS
Product/ServiceSNAPTIVITY
Entrant R/GA LONDON, UNITED KINGDOM
Idea Creation R/GA LONDON, UNITED KINGDOM
Idea Creation 2 SNAPTIVITY London, UNITED KINGDOM
Credits
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

Instead of photographing the action on the pitch, we’re photographing the fans. Snaptivity enhances fans’ experiences of live sport and challenges mainstream use of in-stadium technology. We’re using IoT, robotics and live data in a new, positive and rewarding way – reassuring fans that their most memorable moments will be captured and ready to share whenever they want. Each photo is matched with creative content, using contextual information from the fan and data from the match. Brands or teams can then add bespoke creative content, which can also be dynamically matched to the on-pitch moment that triggered it. 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. This offers teams and sponsors a genuine way to contribute to fan conversations on social media as they happen, and to create memories that last.

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 their 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 target audience’s social conversations.

Results

We capture 15 photos for every fan in the stadium during a match. As more than 40% of fans in a stadium are sharing every third photo we take, we’re reaching 1.2m people each game. We’re live and operational at Edgbaston Cricket Ground, Wembley Stadium, Stamford Bridge, Twickenham Stadium and Molineux Stadium, and we’re ready for the FIFA 2018 World Cup in Russia, in 8 host stadiums. By capturing candid fan moments that have never been accessible before, we have enhanced the way fans can keep memories and share moments from live sports events. We have given brands an authentic way to contribute value to their target audiences’ conversations on social media. Finally, our company has raised £51,000 in grant funding from DIT - UK and Creative England, this year has made over £500,000 in sales contracts and this month is closing an investment round of £1.5m.

By capturing candid fan reactions at live sports events, we have enhanced the way that fans can keep memories and share their experiences. We have given teams and sponsors an authentic way to be a value-add contributor to their target audiences’ conversations on social media – by directly sharing relevant, personal and highly desirable shareable content with individual fans. Coupled with our spatial AR-based stadium mapping system, our API-based solution enables us to deliver the right photo to the right fan at the right time – enhanced by dynamic, contextual creative content from teams or sponsors.

During the live match, our crowd movement and volume sensor data feeds our AI so as to predict when and where the next big audience reaction will happen, and to set the cameras snapping. Coupled with our spatial AR-based stadium mapping system, our API-based solution enables us to deliver the right photo to the right fan at the right time. Our system also enables teams and brands to overlay dynamic content on each photo – targeting down to the seat number – so that brands are part of a specific fan moment, sharing the right emotion and message for every unique moment of sports drama. This relevance, together with our simple user experience, encourages sharing with the fan community on social media. Snaptivity offers teams and sponsors an authentic way to be a value-add contributor to fans’ conversations as they happen, and in their photo memories long after match day.