EE : Reaction Replay
EE : Reaction Replay
SCREAM, SHOUT & SHARE IT ALL ABOUT.
Brief
To innovate and develop fan interaction with football at Wembley: The most connected stadium.
Insight
Sometimes the action in the stands is more interesting than on the pitch.
What we did
Create a service where cameras in the stadium capture your match highlights and serve it back to you through a bespoke chat bot. Giving you a whole new meaning of match highlights as it was truly personal to you. Everything from the hardware at the stadium to the complexity of the chatbot was a first in its game.
P.S : this was shot in -12c temperatures, the lovely day the beast from the east hit London. A big pat on the back to everyone who made it look like nothing was different.
how and when it would capture
We developed and created a rig consisting of a number SLR cameras all around the rim of the roof of Wembley stadium.
They can pivot and yaw to find its focal target anywhere in the stadium
The camera captured:
Pre-goal & Goal
Freekicks
Penalties
Near misses
the chat bot
The chatbot was made to smoothen the first time experience between the supporter and his/her match highlight. Not forgetting prompts on topical promos and other matches at Wembley
The chatbot required a QR code that it scanned to see where you were seated ( you could do it manually).
The chatbot prompted you to do it as you were walking up to Wembley from the station, this was done using beacons and geo-fencing the local area.
The hub where your Reaction Replays sit and where you can share with the bigger wider web through a GIF.
The content
With a piece of cutting edge tech in the locker, ready and set to be used, we needed some comms which resonated with the audience. I thought the way forward was to dramatise Reaction Replay by capturing extreme fan reactions, which we can all relate to. The way we did this is hero a selection of the very humorous but identifiable celebrations and emphasise them with the use of a slo mo camera.
Here’s the low down of each character and its bio plus the master print shot and the master videos which went out as comms:
The hugger
The scary individual which becomes very emotional and hugs the stranger next to them.
The Fist Pumper
The individual who punches the air constantly, usually shouting “C’mon” or other expletives at the top of their lungs.
The screamer
The individual that screams until their lungs become sore.
The Dancer
The individual that celebrates through the medium of dance.
