ROBOTIC CAMERAS CAPTURE FAN EMOTIONS AT LIVE EVENTS

Short List
ClientSNAPTIVITY
Category A01. Innovative Technology
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

The innovative connected sensors track the stadium to collect data – sound, light, ambience, crowd movement, etc. This data is analysed using artificial intelligence and machine learning algorithms to understand the behaviour and emotions of the fans during the match. Snaptivity tech has various applications within the live event environment and beyond – improving stadium sustainability, fan analytics, improving processes for broadcasters (highlights, personalised streams for OTT), security, etc. Snaptivity enters the market with a strong digital sponsorship asset that offers targeted, measurable and personalised sponsorship activations. The IoT sensors and AI collect, analyse and predict audience behaviour and assess collective emotions during the game, triggering robotic cameras when fans are jumping with joy or sighing in disappointment. These photos are delivered to the individual fan, who is always in the center of the image. Snaptivity is an API-based solution to be integrated into apps and platforms (Snapchat, chatbots, team apps, etc.) that fans already use .

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.

We’re using data, IoT hardware and APIs together in a new, innovative way to give fans personalised, unique and shareable memories of live sports moments – enhanced by dynamic content from teams and sponsors. Our innovative use of these technologies and our smart use of data allowed us to transform the way teams and sponsors connect with fans. In venues such as Wembley Stadium, Stamford Bridge and Molineux Stadium, Snaptivity enables brands to engage in fans’ live sport experiences in a personal, authentic and entertaining way. Importantly, Snaptivity uses technology to allow fans to watch the action, not their smartphones.