Author: Gina Mason
The World Cup is set to kick off in Brazil in just a few weeks and fans everywhere are gearing up for a month of soccer mania. From June 12-July 13, 2014, the world will be watching as 32 teams battle it out to see which country will be crowned champions of the world. Outside of the competition, the World Cup is the world’s most followed and watched sporting event, making it an ideal platform for brands to expand their reach to an international audience.
During the 2010 World Cup, more than 3.2 billion people or 46.4 percent of the population watched live coverage for a minimum of one minute, according to FIFA.com. That is an astounding statistic! Not to mention, that statistic is expected to significantly increase due to the growth of the internet, viewing capability on mobile devices and social media. Social media in particular is expected to dominate the World Cup conversation and coverage. Twitter is anticipating “60% of all tweets during matches will be World Cup-related during the month-long soccer tournament,” according to a recent Ad Age article.
With that kind of engagement and attention, we can expect brands that are sponsoring the World Cup, like McDonalds, Visa and Johnson & Johnson to step up their marketing and advertising campaigns to expand their reach. One brand in particular came up with a unique tactic to not only show off its newest technology during the World Cup, but also drive fans to its website and keep them engaged during the competition. That brand is SONY and it created a new social networking platform that can be accessed by its website (http://football.sony.net/onestadiumlive ) called One Stadium Live.
According to a SONY press release, “One Stadium Live brings together football-related social media content from Twitter, Facebook, and Google+ into a single platform, with topics and posts from around the world.” That information will be organized “according to people’s interests and relevance” as well as “sorted to show the most popular, latest, relevant news and posts on football.”
Optimized for smartphones, tablets and computers, One Stadium Live makes it easy for sports fans to interact with each other and keep track of World Cup news. So how does this platform work when people from all over the world speak different languages?
One Stadium Live’s technology is incredibly advanced and it “studies and learns language patterns as opposed to monitoring key words, [and] is the result of 14 years of research at Massachusetts Institute of Technology (MIT) that applies artificial intelligence and a database of 17 million facts to appropriate common sense knowledge to text mining.” Content can be further filtered by preferred languages and the social network site, “[it] accommodates six languages including English, French, German, Japanese, Portuguese, and Spanish.” If that doesn’t make your head spin, One Stadium Live will also “deliver a second screen experience with a real-time, filtered stream of what all fans around the world are saying about that particular game.”
I think this marketing strategy for SONY is sheer genius and I am predicting that it will be incredibly successful during the World Cup (barring any technical difficulties). For SONY to align its brand with the biggest sporting event in the world and engage an international audience in a new and exciting way is revolutionary. The best part of this technology is that it will for the first time truly bring the world together in the name of sports. No language barrier will limit brand messaging or people the discussion of all things related to this exciting world event.
What are your predictions for the 2014 World Cup? Will you use One Stadium Live to stay up on the latest soccer updates?
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