Snaptivity: Snaptivity

Credits & Description:

TAGS: ENTERTAINMENT / MUSIC / FILM / TELEVISION
Brand SNAPTIVITY
Entrant R/GA LONDON
R/GA LONDON London, United Kingdom Entrant Company
R/GA LONDON London, United Kingdom Idea Creation
SNAPTIVITY London, United Kingdom Idea Creation
R/GA LONDON London, United Kingdom Production
R/GA LONDON London, United Kingdom Media Placement
SNAPTIVITY London, United Kingdom Media Placement
Olly Paulovich Snaptivity CMO
Amit Pate Snaptivity CEO
James Temple R/GA London EVP Chief Creative Officer
Robert Northam R/GA London Creative Director, Visual Design
Matt Webb R/GA London Managing Director IoT
Lisa Ritchie R/GA London Program Director R/GA Ventures
Chloe Cronyn R/GA London Content Producer
Rosie Flood R/GA London Producer
Jessica Ryde R/GA London Senior Consultant
Martin Spurway R/GA London Senior Experience Designer
Julen Saenz R/GA London Visual Designer
Ed Steadman R/GA London Jr Video Editor
Nicolas Olivieri R/GA London Senior Director of Programs R/GA Ventures
Synopsis
1.5m people flow into stadiums across the UK every weekend to experience the thrill of live sports. Nothing beats watching the game from inside the stadium, but capturing that excitement on individual phones is hard, and often ruins the moment. Additionally, as the stadium experience has become more immersive, fans have developed ‘banner blindness’ – they no longer notice traditional sponsorship.
We were looking for a game-changer – a genuine and memorable way for teams and sponsors to be part of fans’ live sport experiences while keeping fans glued to the pitch, not to their smartphones. We wanted to create an easy-to-install, scalable solution for bringing innovation into stadium infrastructure – a way to increase the value stadiums can offer to fans, teams and brands.
Strategy
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.
Outcome
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.
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.
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.
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.
Campaign Description
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.