This Component of Nike's Risk Everything Campaign Uses Real-Time Ads
Laura McQuarrie — November 8, 2014 — Tech
References: riskeverything.nike & digitalbuzzblog
As part of its 'Risk Everything' campaign, Nike introduced 'Phenomenal Shot' in partnership with Google. Each time a player on the field made an epic move during a soccer match, a series of real-time ads enabled fans to remix and share the game highlight instantly with fellow fans and people cheering for rival teams, adding their own flair with stickers and text.
Rather than playing back what just happened in video format, the real-time ads were made with a 3D engine that turned players into animated 3D characters. Since many fans have their phones in hand while watching a game, this experience worked within mobile browsers, but didn't require fans to download an app. The experience is also available on computers, where you're able to share and remix all the same.
Rather than playing back what just happened in video format, the real-time ads were made with a 3D engine that turned players into animated 3D characters. Since many fans have their phones in hand while watching a game, this experience worked within mobile browsers, but didn't require fans to download an app. The experience is also available on computers, where you're able to share and remix all the same.
Trend Themes
1. Real-time Ads - Real-time ads have a great potential to engage audiences and personalize their experience by allowing them to participate in real-time events.
2. 3D Animation Technology - Using 3D animation technology in advertising can create highly engaging and interactive user experiences, especially in sports-related content.
3. Mobile Advertising - Creating mobile-friendly advertising experiences can help companies reach a wider audience and leverage fan engagement while they watch sports games on their mobile device.
Industry Implications
1. Advertising - The advertising industry can adopt real-time and 3D animation technologies to provide more engaging and immersive experiences for consumers, especially in the sports community.
2. Sports Marketing - Sports marketing companies can leverage real-time ads and 3D animation technology to better engage fans and increase brand exposure for sponsors during sports events.
3. Mobile Technology - Mobile technology companies can partner with advertising firms to create innovative mobile-friendly ads that leverage real-time events and engage users in sports-related content.
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