Madden Giferator blitzed every corner of the internet.
Fewer people are playing the Madden NFL video game than they once did, despite the fact that NFL ratings are higher than ever. Madden needed to regain its cultural relevance and connect with a new generation of football fans.
We created Madden GIFERATOR, a real-time NFL GIF engine that generated a live stream of animated GIFs triggered by the action on TV. Fans could also take control of the GIFERATOR on any device and create their own GIFs to zing their rivals.
GIFERATOR exploded into culture with massive adoption by fans, brands, NFL teams, and players. More than 160 media outlets piled in, quickly making it one of the year's top memes. With its epic scale and targeted reach, GIFERATOR set a new standard for real-time marketing.
Crushing Real-Time Marketing All Season Long.
Next Level, Real-Time Marketing
Just seconds after the brag-worthy play, the GIFERATOR dynamically combined the right player, the perfect headline, and real-time stat that would take the sting to another level—every big play for every NFL game, all season long.
Targeting Team Pride
Real-time ads, tailored to fans of each of the 32 NFL teams, reached fans on second screen devices where they were already looking for content about their favorite teams and live games.
Madden's Footage, Your Canvas
Fans could take control of the GIFERATOR and create their own GIFs on any device. We revealed an army of self-made copywriters, creating GIFs about football, pop culture, and everything inbetween.