Madden Giferator
Months of work, hundreds of headlines, days upon days of meetings with tech nerds gave birth to the Madden Giferator. (Winner of 6 Cannes Lions)
The Giferator gave fans a chance to customize high-res GIFS of Madden game footage to be shared across the internet. During games we used the Giferator to create reactionary content that was published across the web, minutes after a big play in the game.
Each GIF is an ad itself for the game with click-throughs to purchase the product. Fans shared any number of the massive bank of GIFS we created, and most importantly, they created their own and shared them amongst friends, giving more impressions than any media placement ever could. It was a tremendous innovation in paid media as well. Like if the Cowboys threw an interception, Eagles fans would immediately see a GIF making fun of that play anywhere they went on the internet, curated by our team minutes earlier.
These are a few of the hundreds I wrote:
It even has its own giphy page:
https://giphy.com/maddengiferator/
It became a whacky digital communication voice, with NFL fans using/abusing/and creating sponsored content with it in the best possible ways. It gave Madden a relevant presence in pop culture.
Gold Cannes Lion:
Creative Data—Use of Real-Time Data
Mobile—Social for Mobile, Response/Real-Time Activity
Silver Cannes Lion:
Mobile—Craft, Content
Cyber—Online Ad, Innovative Online Ad Solution
Bronze Cannes Lion:
Cyber—Social, Use of Co-Creation and UGC
Cyber—Social, Response/Real-Time Activity