<http://schema.org/articleBody>
"As football season begins, Google is reaching into Tumblr's playbook.\nThe 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.\nSee also: GIF vs. JIF: You're Probably Still Saying It Wrong\n\"For example, if Seattle\u2019s Richard Sherman picks off Aaron Rodgers tonight, you might see a GIF of Sherman with the headline 'Weren\u2019t 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.\nThe effort is part of Google's Art, Copy &amp; 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.\nLike memes, which Google has also been slow to embrace, the search giant hasn't done a lot with GIFs. Despite years of GIF growth (see below), Google just added a GIF filter to searches last year.\n\nImage:  Google\nImage:  Google/EA\nImage:  Google EAHave something to add to this story? Share it in the comments."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2014/09/04/google-gifs-madden/>