Snaptivity
Snaptivity, a sports-tech startup, partnered with R/GA London to increase fan engagement and brand visibility at major sporting venues. They needed to solve the problem of fans missing key match moments while trying to film them on smartphones. The goal was to create a seamless way for fans to receive high-quality, shareable memories without distracting them from the live action on the pitch.
Creative Idea
Robotic AI cameras captured fans' reactions during goals, delivering personalized photos directly to their phones.
Snaptivity used AI-powered robotic cameras and IoT sensors to automatically capture high-quality photos of fans during peak emotional stadium moments, allowing them to stay fully immersed in the game while receiving professional 'tag and brag' content directly to their phones.
Capturing the Roar Without the Screen
Predictive Moments and Robotic Eyes
The production was a complex feat of engineering that replaced traditional film crews with a network of robotic AI cameras and IoT sensing networks installed throughout iconic venues like Wembley Stadium and Stamford Bridge. To solve the "smartphone distraction" problem, the system used crowd-tracking technology to monitor volume and movement. By predicting a "big moment" - such as a goal or a near-miss - the AI triggered cameras to capture the entire stadium's reaction in under 10 seconds. This speed allowed personalized, high-quality photos to be delivered to a fan's phone before the stadium's goal celebration music had even finished playing.
Engineering a Culture of Presence
The campaign represented a shift from traditional advertising to what industry critics called culture engineering. By automating the "capture" process, R/GA London and founder Amit Rawal allowed fans to live in the moment rather than viewing it through a lens. The results proved the value of this "social currency," achieving a 40% audience engagement rate and a social reach of 1.2 million people per game. These candid photos were found to be 3 times more likely to be shared than standard selfies, creating a high-value return for sponsors that exceeded traditional static signage.
From Tech Incubator to the Pitch
Snaptivity was a "graduate" of the R/GA Marketing Tech Venture Studio, proving that agencies could successfully act as incubators for the technology they deploy. Rawal, a self-described "hacker by night and die-hard cricket fan," designed the API to integrate directly into official club apps, allowing fans to "Tag and Brag" by simply entering their seat number. The technology was so effective it was pre-approved for the 2018 FIFA World Cup as a primary tool for fan engagement.
Creative Strategy Deconstructed
Company
Proprietary AI-driven robotic camera systems and IoT sensor networks capable of mapping entire stadium crowds in real-time.
Category
Traditional stadium advertising relies on passive signage or intrusive interruptions that fans often ignore in favor of their phones.
Customer
Fans want to document their experiences for social media but hate missing the live action while fumbling with their cameras.
Culture
The rise of 'experience culture' and the constant pressure to share high-quality social content without sacrificing the live moment.
Company
Proprietary AI-driven robotic camera systems and IoT sensor networks capable of mapping entire stadium crowds in real-time.
Category
Traditional stadium advertising relies on passive signage or intrusive interruptions that fans often ignore in favor of their phones.
Strategy:
Automate the documentation of peak emotional experiences to liberate the consumer to live fully in the moment.
Customer
Fans want to document their experiences for social media but hate missing the live action while fumbling with their cameras.
Culture
The rise of 'experience culture' and the constant pressure to share high-quality social content without sacrificing the live moment.
Strategy:
Automate the documentation of peak emotional experiences to liberate the consumer to live fully in the moment.
Results
The Snaptivity campaign achieved significant traction across major sports venues. It has covered 18 games to date. The technology drove an impressive 40% audience engagement rate. Furthermore, the campaign generated a social reach of 1.2 million per game. The platform is currently live at Manchester City's Etihad Stadium, Chelsea's Stamford Bridge, and Wembley Stadium. Data shows that Snaptivity photos are 3x more likely to be shared on social media compared to standard fan-taken photos.
40%
audience engagement
1.2M
social reach per game
3x
more likely to be shared
Strategy Technique
Build an Utility, Not an Ad
Instead of traditional advertising, the brand created a functional service that enhances the fan experience by solving the 'smartphone distraction' problem, turning the technology itself into the primary marketing tool.
Explore Technique
Creative Technique
Cutting-edge Tech
It utilizes robotic cameras, IoT sensors, and AI crowd-tracking to automate photography, solving the tension between experiencing a moment and documenting it through a sophisticated technological infrastructure.
Explore Technique
Craft Breakdown
The campaign excels through its seamless integration of complex IoT technology into a simple, user-centric fan experience, elevated by smart data visualization.
The use of robotic cameras and AI to predict and capture human emotion at scale is a highly sophisticated technical feat.
The excitement-trigger graph and seat-mapping overlays clearly explain complex backend processes to a lay audience.
