Google has partnered with games publisher EA Sports for a second-screen campaign to promote its American football game Madden NFL 15, tying into real NFL games as theyre shown on TV.

Developed by Googles Art, Copy & Code creative team along with agencies Heat and Grow, the Madden Giferator project will create a live stream of animated GIFs using footage from the game, tying into whats happening on the field.

These GIFs will then appear with a real-time update on the score and game clock online, on social media, and in ads on sports- and gaming-related apps and sites across the the Google Display Network. Users will also be able to create their own GIFs using the tool, picking a team, player, background and headline, and then share it with friends.

This is the second interesting gaming-related campaign weve seen from Google this week, after it launched its Destiny Planet View campaign that brought Google Maps Street View navigation to the setting of Activisions forthcoming blockbuster game Destiny.