Based on the insight that fans often dream about their team making it the final, Sweden’s Oddset used artificial intelligence (AI) to generate dream football commentary for sleeping soccer supporters in an audio campaign called ‘Dreams Of Europe’.
The marketing initiative leveraged spiking Swedish soccer interest around the annual Swedish Cup tournament – a route for the country’s teams to qualify for European competition.
The Svenska Spel Sport owned Oddset teamed up with Stockholm-based communication agency Perfect Fools to use AI to develop a set of 32 radio commentaries which enable football supporters to dream about their team winning the trophy and securing a spot in next season’s European competition.
The team used OpenAI’s GPT-3 to train on data related to each team’s player line-ups and programmed it to write simulated commentaries for 192 different matches. This involved generating 2.9 million words and 17,280 minutes of audio content. Then text-to-speech synthesis was then used to interpret the AI-generated texts.
The 32 unique audio tracks – one for each team playing in the Swedish Cup – are all available ‘here’ and thecampaign was promoted through audio, digital and social content.
According to the brand, the campaign “would have been impossible for human copywriters and voice-over actors to produce within the given timeframe.”
“The Swedish Cup is a unique opportunity for teams from the entire league system to make it all the way to a European adventure. Every supporter’s dream is to see their team play in Europe and with the help of technology, it has now been possible to put words to that dream,” added Svenska Spel Sport PR Manager Jonas Nilsson.
Comment
This campaign rolled out amid an avalanche of interest in and hype around using AI tools in creativity and the relative success of this initiative highlights the potential AI opportunities in sports marketing – particularly when it comes to rapidly analysing, harvesting and generating huge amounts of data and turning it into unique, personalised content and experiences for consumers which can attract, engage and drive loyalty.
We will leave it up to you to decide whether the robots are truly, finally taking over.
Leave a comment
You must be logged in to post a comment.