As part of its Art, Copy & Code program, designed to offer a fresh take on advertising, Google is partnering with Nike to re-think its traditional AdWords platform with a soccer in mind. Together, they developed a customized user-friendly mobile ad system that reacted to what was being shown on TV during real-time games.

Ten seconds after a big moment happened on TV, Nike’s mobile sites for phones, tablets and laptops featured an animated ad celebrating the success with short animated ads.

Fans were also invited to create special personalized visual content that featured the best moments of the game. Using Google technology, users were invited to turn the ad into a poster featuring their best Nike athletes in 3D, adding headlines, stickers and filters to the picture.

Users could then share their posters across multiple platforms to immortalize the moment. The ads ran in 15 courtiers.

Other Art, Copy, Code projects include efforts for Volkswagen, Burberry and adidas.