Google wanted to showcase the power of display ads by showing how the underdog ad unit could actually drive a second screen experience when it mattered most. Enter player 2: EA was looking for a way to tap into NFL’s fanbase for Madden’s latest launch. So we teamed up with Google + EA to make a game plan.

GIFERATOR put Madden at the center of every game day convo. Our GIF creation engine sandwiched smart smack talk and live game data between slices of Madden footage to create hyper-relevant ads in real time. That means every Cowboys fan looking up 3rd-quarter stats was getting hit with the Packers’ latest endzone dance. (Ouch!) But we didn’t stop there. Fans could then click through to craft the perfect custom comeback.