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RaceTV, Telekom

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A content campaign that deliver engagement at scale and have personalisation at the heart of the idea. Runners want to document their achievements: After a big run, they spend hours looking for themselves in the photo and video archives of the event. Others are running with an action cam or are asking family members take pictures along the route. For Vivicittá, the biggest runner’s event in Budapest, sponsor Telekom decided to give the runners something of real value: A film of their own run. We identified each runner through their race tags, all those tags contained unique RFID chips. On race day, we documented their run through four remote controlled slow-motion cameras that communicated through Telekom’s 4G network. We added footage taped by two drones and four field camera units. All data was uploaded and processed in real-time by 204 cloud servers using 410 cores – then the scenes was edited, supers of time results added together with music and mood clips. And by the time the runners crossed the finish line, they received a branded message from Telekom with the film of their personal run. Already won Grand Prix and 3 Gold in Hipnozis Awards, Hungary + Gold for Best Use of Technology at Festival of Media Global. Entered in Brand Experience & Activation Lions.
Wavemaker UK, 3 years ago