As football season begins, Google is reaching into Tumblr's playbook.
The search giant is working with EA on the Madden GIFerator, an app that will create a live stream of memes using Madden NFL 15 game footage triggered by action on the field.
"For example, if Seattle’s Richard Sherman picks off Aaron Rodgers tonight, you might see a GIF of Sherman with the headline 'Weren’t you supposed to catch that? Aawwwwwkward' in the stream, alongside a real-time update on the score and game clock," Mike Glaser, marketing manager, creative partnerships for Google wrote in a blog post.
The effort is part of Google's Art, Copy & Code series, which taps Google technology to power brand experiences. The unit launched a similar program in July with Nike called Phenomenal Shot that let World Cup fans remix and share Nike-branded memorable moments during the games and share them.