To support the release of Madden NFL 15, EA Sports has partnered with Google to launch a custom GIF engine for the 2015 NFL season, the Madden GIFERATOR. The partnership is part of Google’s Art, Copy & Code series, in which Google collaborates with a brand, to leverage their technology, to power an innovative and engaging user experience. The GIF engine will merge live NFL action with Madden NFL 15 footage—images, players, backgrounds and headlines—to create real-time GIF highlights during every game. The GIFs will stream real-time on MaddenGIFERATOR.com, on social media, and on top sports related apps and sites in the Google Display Network. Fans don’t have to wait for the GIFERATOR to generate a GIF for their favorite team however, as they can create their own GIF, by choosing a perfect image customized with their message on MaddenGIFERATOR.com.
According to Nielsen, 84% of people watch TV while multi-tasking on other devices, and the NFL fanbase is a highly active and engaged user base online and on social media during games. So for Madden, the GIFERATOR is the perfect interruption into the gameday conversation online and on social media, plus capitalizes on the popularity of GIFs. See more details here.