Football fans in Thailand have a problem: most international soccer matches take place in the dead of night their time. So rather than losing sleep to watch, they often turn to Google to check the results as soon as they’re up and about. Google used this insight to raise its game. On Instagram, it used data to generate short animations that captured the highlights of important matches, delivering all the drama in a fraction of the time. If they wanted more info, fans could simply swipe up to learn more via Google. This led to a surge in the number of visitors to Google’s football news pages – a win for everyone concerned.