Company: Sony

Agencies: Isobar (with Twitter and 24 other agencies in total)

Market(s): Global

Timing: May 12th – June 2014

To engage every corner of the globe with the 2014 FIFA World Cup, Sony created the very first social network dedicated to football.

BACKGROUND

For the FIFA World Cup 2014, Sony’s ambition was to support football fans by delivering an “always-on” connected experience of the tournament.

Billions of fans all around the world were set to engage with the tournament via social platforms – however most were only be exposed to a small portion of total global World Cup conversations. Sony’s challenge was to create one single compelling social experience for fans.

THE IDEA

The goal was to transform every connected device into a ticket to the tournament, creating a global experience of coming as close to pitch-side seats as possible. Sony One Stadium is the first ever football social network, connecting passionate fans from all over the world. This unique social platform curates social content into the most popular, relevant and recent football topics in real time, automatically. One Stadium Live uses natural language analysis to identify and organize millions of tweets and posts every second, across 6 languages.

THE PROCESS

Sony worked with Isobar, Twitter and 24 other agencies in total. Each partner had to deliver innovative, bespoke solutions within the 6 month timeframe. Luminoso, for example, identified World Cup conversations within social media and then organized them into fan conversations in 6 languages. Pulse worked closely with Luminoso and Twitter to develop the One Stadium platform itself. All technology had to accommodate bursts of fan conversations in real time (about 700,000 tweets per minute during the final game). Isobar coordinated the integration, convening key partners in daily phone conferences across the Americas, Europe and Asia.

THE RESULTS

The total reach of Sony’s FIFA World Cup Activity was 2.4 billion fans worldwide, with 39% increased positive sentiment and an increase in Sony’s Twitter fan base of 6.83%. 20+ million people worldwide (without media spending) experienced the online activations — over 20% repeatedly used it.