Deutsche Telekom is the main sponsor of Vivicittá – the biggest running event of Budapest – for a decade. People are so used to this fact, that they don’t realize the Magenta is for Telekom. Also, they take technology around the event for granted. Our goal was to turn these facts around.
Runners share their time, their personal best and the selfies before and after. What they usually don't have is photos or videos of their run along the route. Having no other option, after a public event like Vivicittá runners spend hours or even days looking for themselves in the archives of the event. Others might record every second of their run with an action cam. Still, they rarely take the time editing these memories into a short video, so these memories never get to be seen again.
We decided to act on our promise instead of saying life is for sharing. We wanted to give runners something that they need. Something that brings a happy smile on their face. Something that they would share, right after the event, when proximity and their proudness is the highest. It is not cats and dogs and fluffy stuff running. It’s a personalized short film. It is a memory to every single runner about the event, about the city and about their own accomplishment in focus. They would watch, rewatch and share these videos. Thousands of these branded and personalized clips will spread the message. The message would reach participants and their peers as well.
We built a technological chain based on Telekom services. It is amazing in its complexity, yet the building blocks of it are so simple as nails and wood.
We identified each of the runners through their race tags. All those tags contained unique RFID chips.
Along the route, we set up four remotely controlled slow-motion cameras. The cameras communicated through Telekom super-fast creatively applied 4G technology network. On top of these robotic cameras, we used two drones and four field camera units to make our videos even more spectacular. During the race, we uploaded 1.6 Gigabyte data per a minute. (equal to downloading two feature movies in a minute)
In the meanwhile, all the gathered data was processed real time by 412 virtual cloud computers. They edited the scenes, added audio and time results according to a pre-written script. We were working hard like the runners :)
So by the time our runners crossed the finish line and could sit down for a bit they got our message including the personalized film of their run.