Behind-the-Tech of Nike’s “Phenomenal Shot” World Cup Campaign
September 15th, 2014 | Published in Google DoubleClick
Nike’s Phenomenal Shot is a perfect example: A real-time campaign that played off the action in ways that wouldn’t have been possible four years ago. Nike Phenomenal Shot let fans all over the world view, remix and share phenomenal moments from Nike athletes, just seconds after the plays happened. (Play around with one of the ads yourself.)
As part of the latest Google Art Copy & Code collaboration, Nike partnered with Wieden+Kennedy, Mindshare, Grow, and Goo Technologies to create this innovative campaign, providing a new way of tapping into the real-time energy of live sports, all across the web.
While it’s fun to play around with the ads, if you’re in the advertising industry, it’s even better to learn how they were built. That’s why we asked Drew Ungvarsky, CEO of digital agency Grow, and Mike Glaser, Marketing Manager on the Google Art Copy & Code team, to walk us through the technology and techniques that were used to create this campaign. From DoubleClick Dynamic Creative to robust WebGL experiences, the Nike Phenomenal Shot campaign demonstrates what advertising for today’s modern web can be.
