how Nike does digital ads

Prepare to ponder "how'd they do that?" as your mind is blown... Nike partnered with Google to deliver ads across Google's display network (and across devices, of course) in REAL-TIME as soon as a Nike athlete completed an amazing play on LIVE TV.

Yep, so as soon as an athlete had a great play in the game, rich media ads were served up that let people customize visuals from the game, using the athlete and other fun elements. The final visuals could then be instantly shared with their friends on social media to celebrate the play!