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Electronic Arts – The Fifa12 Scarf

Electronic Arts – The Fifa12 Scarf

When Electronic Arts set out to knit the longest football scarf in the world to celebrate FIFA 12, the agency AKQA contacted Rackfish for the solution.

Rackfish mounted an Axis network camera on location close to Stuttgart, Germany, and managed to use a 3G adapter, with a Dovado Tiny router to continually upload pictures and monitor the weak, rural mobile connection.

Pictures uploaded to from the camera to Rackfish servers, where Rackfish tech-team set up a solution to exchange the images on the website. First, a routine verified the images as complete, since some pictures didn’t make it through the ultra-low-bandwidth connection, and we didn’t want the visitors to get broken images.

The campaign reach was staggering: The Scarf ended up containing over 4200 messages, 89 million fans were reached by the campaign (15 million through Twitter and 74 million from the blog, website, and forum).

Client: Electronic Arts Agency: AKQA Services: CDN, Load Balancing, Logistics, Network Cameras, On-Site service