| Title | RACE TV |
| Brand | MAGYAR TELEKOM |
| Product/Service | SPONSORSHIP |
| Category |
A03. Technological Craft & Development |
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Entrant
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MEC HUNGARY Budapest, HUNGARY
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Idea Creation
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MEC HUNGARY Budapest, HUNGARY
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Production
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MEC HUNGARY Budapest, HUNGARY
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Production 2
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UMBRELLA Budapest, HUNGARY
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Production 3
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POMS CLOUD LTD. Dublin, IRELAND
|
Credits
| Robert Beliczki |
MEC Hungary Kft. |
Head of Creative |
| János Gulyás |
MEC Hungary Kft. |
CEO |
| Kázmér Miklós |
Umbrella Collective |
Head of Development |
| Béla Bak |
MEC Hungary Kft. |
Communications Manager |
| Edina Koros |
MEC Hungary Kft. |
Business Unit Director |
| Luca Bóna |
Umbrella Collective |
Account Manager |
| Márton Jedlicska |
Umbrella Collective |
Creative Director |
| Attila W. Pluhár |
Umbrella Collective |
Film Director |
| Gergő Roszik |
Umbrella Collective |
Editor |
| Andor Gerebenics |
Umbrella Collective |
Technical Project Manager |
| Tibor Pap |
Umbrella Collective |
Production Manager |
| Szilárd Béres |
POMS Cloud Ltd. |
CEO |
| Péter Horváth |
POMS Cloud Ltd. |
Software & Cloud Project Manager |
| Róbert Lévai |
POMS Cloud Ltd. |
Lead Developer |
| László Szirony |
POMS Cloud Ltd. |
Cloud System Administrator |
| Zsuzsanna Várnay |
POMS Cloud Ltd. |
Sitebuilder |
The Campaign
Runners proudly share their time, their personal best and the selfies they take before and after, but unless a family member takes a snapshot along the route, they have no documentation of their run. Nothing to share.
This was the perfect opportunity for Telekom tech to shine. We built a system that records slow-motion videos of every single runner along the track – we mixed these clips with real time aerial shots and mood clips from Budapest, added music and supers with each runner’s personal statistics. Then the videos were emailed as a personal gift from Telekom to every runner shortly after the race.
Creative Execution
The heart of the system is a time synchronization between the RfID based timing system of the running event and the time code system of our custom built high speed-cameras.
The custom camera system records and uploads slow-motion footage to the cloud. Slow-motion is necessary otherwise runners would look like unrecognizable bouncing heads. The 4 cameras we used on Vivicittá were placed along the route so they face the 4 timing carpets, or timing gates of the event. So the split time of a runner ticking in exactly shows which 2 seconds part of the entire stream can be extracted for one runner.
All footage and all data ends up with the use of Telekom technologies in the cloud, where 400 instances automatically digest, cut, compose and render the deliverable videos. One extra cloud instance is delegating tasks, 1 hosts the webapp that privately dsiplay the videos, and a 4 more instances serve as a CDN for video data.
Last component is the notifier, that is connecting to the email system of the event organizer. With the use of RfID as link, we can send out emails to the registered email addresses of runners without compromising personal data security.
We realized that this is not just a temporary technology, not just a channel for one Brand to use. This is a scalable and useful product for almost any mass sports event.
On Vivicittá where 12.000 runners participate on the half marathon and 10km distances, our technology produced 11.500 personalized video clips in 4 hours. The only thing needs investment when an event brings together 100.000 runners, is the cloud capacity, which is rented anyway.
We have the rights to continue independently of Magyar Telekom, meanwhile we have the first successful project. In 2018 we expect to use this technology at 3 more events all around Europe. Also we expect to improve image quality and shorten the time between a runner crossing the finish line and receiving the personalized video on his or her phone.
Mass personalization is a long understood method for delivering marketing messages but it can easily be intrusive or even spooky which can result in rejection by the target audience.
The technology we created produces unquestionably useful video content for people, it is more appreciated then considered intrusive. It’s is scalable, delivers exceptional results considering attitude and behavioral KPIs, and no one has ever done it before, however the technological elements and the idea are around for years now.