Snaptivity: Snaptivity

 

Campaign Summary

Every weekend, 1.5 million people flow into stadiums across the U.K. to watch live sports. Capturing a game on a smartphone can be challenging and often takes away from the experience. Additionally, as stadium experiences have become more immersive, fans have developed “banner blindness,” meaning they no longer notice traditional sponsorships.

Snaptivity is a technology company that drives fan engagement at stadiums by capturing key moments using Artificial Intelligence (AI), the Internet of Things (IoT), and robotic cameras. Its marketers were looking for a memorable way for teams and sponsors to be a part of fans’ live sport experiences while keeping their eyes on the games instead of their smartphones. They created an easy-to-install, scalable solution for bringing innovation into stadium infrastructure to increase the value stadiums offer fans, teams, and brands.

Insight, Strategy, and the Idea

In stadiums around the world, technology companies are transforming the way that teams and their sponsors connect with fans. Collecting numerous data points from sensors set up throughout a stadium, Snaptivity’s AI predicts when and where the next big audience reaction will happen. This triggers robotic cameras, which then capture thousands of candid individual fan reactions.

These reactions are then sent straight to fans’ phones, using Snaptivity’s application programming interface (API) and a stadium mapping tool. Snaptivity matches every photo to their individual seat numbers and adds creative content from teams or sponsors. Coupled with the company’s spatial augmented reality-based stadium mapping system, its API-based solution enables it to deliver the right photo to the right fan at the right time.

The system also enables teams and brands to overlay dynamic content onto each photo and can target people down to their seat numbers, helping brands be a part of specific fan moments, sharing the right emotion and message for every moment of sports drama. Fans are encouraged to share the photos with their social media networks. Snaptivity offers teams and sponsors an authentic way to be a value-add contributor to fans’ conversations as they happen.

Execution

Snaptivity installs its custom robotic cameras, internally connecting them to sensors through AI on a mesh network. During a match, the system runs at the speed of the on-pitch action, taking photos when excitement spikes. On average, the company captures 15 photos for every single fan in the stadium on a match day.

“Trigger moments” are used during a match to layer dynamic creative content onto fan photos to enhance their memories of a game. Partners can create content for the overlays in advance or create it live in response to what’s happening on pitch. Along with a smart user experience that drives social sharing, Snaptivity generates fan content at the speed of a match.

Results

Snaptivity captures 15 photos for every fan in the stadium during a match. Because more than 40 percent of fans in a stadium share every third photo taken, the company can reach over one million people per game. The program is live and operational at Edgbaston Cricket Ground, Wembley Stadium, Stamford Bridge, Twickenham Stadium, and Molineux Stadium, and Snaptivity is ready for the FIFA 2018 World Cup in Russia, in eight host stadiums.

Finally, the company has raised £51,000 in grant funding from the U.K. Department of International Trade and Creative England. In 2018, it has made over £500,000 in sales contracts, and in one month, it closed an investment round of £1.5 million.


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