Category Archives: Social Media Campaigns

New campaigns: realtime marketing, social media promotions, customer service, PR and more.

This is a guest post by Rupa Ganata, co-founder of men’s grooming online retailer Yes Sir,  and of Brand us Social (BUS).

Social Media Pop Up Shops

From fashion to food, an increasing number of businesses are exchanging goods and services for tweets and Instagram posts in the form of modern day Social Media pop-up shops.

Pop-up shops have become a regular and vital part of high streets around the world—but the latest trend is the exchange of free goods and services in return for tweets, Facebook posts and Instagram posts: the “Social Media” pop-up. At Yes-Sir.com, a men’s grooming company, we will be collaborating with Man Made London to launch London’s first Social Media Barber shop: from September 18 to 20, the Yes-Sir.com & Man Made London Social Media barber shop in Marylebone, London will allow you to pay for a free wet shave or beard trim via a Tweet, Facebook post or Instagram post using our dedicated hash tag #ShaveMeSir.

Other brands have already explored the concept of the Social Media Pop-up. A recent success story was Marc Jacobs, who launched a pop-up store in London’s Covent Garden. The idea was to enhance and magnify customer engagement by exchanging fragrances and manicures for tweets and videos. Shoppers received the chance to pick up their favourite pieces and pay with social media. The pop-up shop was laid out with creative photography and video in mind, with different areas where visitors could go to create that unique image to earn them some freebies. The more creative the posts with the #MJDaisyChain hash tag, the more amazing the prizes. For example, a Tweet and a Vine video won you a Marc Jacobs key ring and a free manicure at the in-store Nail Bar.

Some brands have also incorporated a ‘pay with picture’ strategy that encompasses the rising trend of visual social media in 2014. For example, frozen food brand Bird’s Eye turned interactive image posts into free meals in a London pop-up. And Nokia celebrated the Lumia 630 by launching the #100aires Pop-up in East London in June, where one-off art pieces were up for sale using social currency.

Let us know if your brand has plans to experiment with a social media pop-up concept!

About the Author

Rupa GanatraRupa is co-founder of Yes Sir, one of Europe’s leading men’s grooming online retailers and co-founder of Brand us Social (BUS), a forward-looking Social Media and Digital intelligence and events company providing news, data and conferences. She was recently featured as the Top 35 under 35 Women in the UK in Management Today and the Sunday Times.

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Adidas Teams With Champs Sports To Create Instagram Mini Series

Following their impressive World Cup ad campaign, Adidas has teamed up with Champs Sports to create four different online shows that will air only on Champs Sport’s Instagram page.

#adicolorTV first debuted last Friday and at least 25 episodes will run on Instagram over a six week period.

Episodes will be categorized into four different shows: “Lace Up” will feature professional athletes like DeMarco Murray (Dallas Cowboys) and Robert Griffin III (Washington Redskins) sporting Adidas wear, “Elements of GAME” will star rapper Lil Jon dressed as a high school science teacher, “QVG” is a parody on the home-shopping channel experience, and “The Stans” is a sitcom featuring Adidas’ classic Stan Smith sneaker collection.

In each of these mini series, the athletes and celebrities will be showing off their funky, yet comical personalities (AdWeek).

Following Adidas and Champs’ Tumblr-based 2013 adicolorTV, this year’s campaign is the first-ever video series designed specifically for Instagram.

According to Scott Burton, director of marketing for Champs Sports, the duo’s target demographic is male, high school varsity athletes, and the decision to create 15-second clips on Instagram was an attempt to generate more sharable, rewatchable and memorable content (AdWeek).

“You can expect to see a blending of sport, pop-culture, music, and humor coming to life in a way that no other brand can do it,” says Kelly Olmstead, director of brand marketing for Adidas. “You’ll see episodes ranging from classroom lessons taught by Lil Jon, Von Miller showing us the best touchdown dance in the industry, and DeMarco Murray and RG3 pulling off a great Stan Smith impersonation.” (Fast Company)

Though this Instagram-specific video series may be the first of its kind, Adidas and Champs Sports are not the only companies to use the social network to share unique video content. Perhaps one of the more creative video campaigns featured on Instagram was Mini’s #AsktheNEWMINI series. Followers could ask the new car any question, through any social network using the hashtag, and the MINI would respond in a way that showed off the car’s new features. The campaign led to over 30 creative videos (Econsultancy).

Starbucks ranks among the top brands sharing Instagram videos as well, hosting numerous creative and artsy videos featuring coffee and cup designs.

You can also take a look at AdWeek’s most recent Instagram Brand Video Rankings.

Has your brand considered using Instagram video?

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2014 World Cup: Social Media Campaign Round-Up

The 2014 World Cup was host to countless ad campaigns, and record breaking social media statistics. Here are some of the brands that created tons of social media buzz during the month-long tournament:

Adidas 

Adidas has been crowned as the ‘most talked about‘ brand connected to the 2014 World Cup, generating 1.59 million conversations across Twitter, Facebook, blogs and Tumblr. Adidas’ all in or nothing campaign truly captured the intense emotions of the tournament, and racked up 917,000 mentions on Twitter with #allin or nothing.

“The Dream,” the campaign’s most recognizable video featuring the world’s greatest player, Leonel Messi, earned 36 million views on Youtube (Forbes).

Adidas reported 5.8 million new followers across all of its major social media platforms during the tournament. The brand’s @adidasfootball account – known for its images of the stadiums, locker rooms and tunnels just before the game – became a fan favorite. Adidas also created a Twitter account for Brazuca (@brazuca), the tournament’s official match ball, which was the largest growing account on Twitter during the tournament with 2.98 million followers. The handle also saw 53,000 interactions throughout the World Cup – making it one of the most engaged on Twitter.

Adidas’ “The Dugout,” a series of interactive videos and interviews on YouTube, proved to be popular amongst fans as well, featuring various soccer greats including Brazil’s Kaka and Cafu, and former English soccer player David Beckham.

Adidas concluded its #Allin campaign with a video titled “The Final” in anticipation for the tournament’s championship match between Germany and Argentina. The video has over 18 million views.

Nike 

The Nike soccer twitter account, @nikefootball, received more than 2.3 million followers, and its #RiskEverything campaign, made up of three videos – The Last Game, Winner Stays, and Men in the Arena – mustered up 400 million online views (Women’s Wear Daily).

There have also been 22 million campaign interactions on Facebook including likes, comments and shares, and #RiskEverything has been used 650,000 times on Twitter.

An animated version of Zlatan Ibrahimovic, a Swedish soccer player who appeared on ESPN’s “SportsCenter” throughout the tournament, is also part of the Risk Everything campaign. The #AskZlatan interactive campaign earned over 10.5 million digital views.

Nike also teamed up with Google to create eight different realtime mobile ads in 15 different countries during the World Cup. The ads, which were released on Google’s Display Network, included unique 3D technology that allowed mobile users to rotate their devices to see images at different angles, as well as add different filters and headlines. The eight advertisements generated two million interactions across 200 different countries (Wall Street Journal).

McDonald's Player Escort Program allowed children to walk out onto the field hand-in-hand with the world's greatest players.

McDonald’s Player Escort Program allowed children to walk out onto the field hand-in-hand with the world’s greatest players.

McDonald’s

McDonald’s proved to be very busy during the month-long tournament, campaigning for the World Cup on the field, on mobile devices, and in the restaurant.

On the field, the McDonald’s Player Escort Program  gave 1,408 children, from countries all over the world, the opportunity to walk out onto the field hand-in-hand with players at the beginning of all 64 matches. Each child was sporting red and gold colored jerseys.

Alongside their “Trick-shot” video, which received over 6 million views online, McDonald’s launched their “Gol” campaign. Centered around the campaign was a gaming app that allowed customers to use one of McDonald’s twelve newly designed french-fry boxes as a virtual goal.

McDonald’s also introduced FryFutbol on YouTube, featuring re-enactments of key moments from every match of the tournament — using only french fries.

Volkswagen

Though VW did not receive as much attention as Nike, Adidas and McDonald’s during the 2014 World Cup, their series of realtime “Goooooooolf Celebration Videos” deserve an “A+”- at least in the creativity department.

After each team scored, VW released a video featuring a Golf GTI painted in the team’s colors, jetting across the field. Yet, instead of screaming the highly popular soccer celebration: “Goooaaal”, the announcer hollers out: “Gooooooolf”. Each of the 32 teams participating had nine different variations of the video, which rotated as they scored.

The videos ran alongside live-streamed matches on ESPN.com, as well as on ESPNFC.com and Univision.com (Clickz). The videos were also posted on VW’s twitter account, @VW.

What was your favorite World Cup social media campaign?

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Bubblews: The Social Network That Pays Users To Post

Today marks the official launch of Bubblews (the combination of “bubbles” and “news”), a new social media website that pays its users for each view, like and comment. With a minimum of 400 characters per post, social media users are encouraged to use the new “global community” to share their interests, feelings and passions — all while being paid to do so.

Anyone can use Bubblews by following three steps:

  •    Register for free in under 60 seconds
  •    Customize your profile and check out your “bank”
  •    Write and submit your first post
Bubblews news feed

The main newsfeed on Bubblews

Once a post contains a minimum of 400 characters (though many choose to continue writing), users then have the option to add a photo either by uploading their own, or by taking one from the picture-sharing website, Pixabay (which is partnering with Bubblews). Post topics have ranged from the World Cup to personal adventures to posting about one’s feelings on world peace.

As users browse other posts, they have the ability to “follow” other users, “star” a post or leave a comment. Users are then alerted with a notification and earn compensation (1 cent ) for every star, comment and view of their own posts.

Users collect their compensation in a “Bubblews bank,” and once a user reaches $50, he/she can cash out using PayPal.

Like Twitter and Facebook, Bubblews has developed its own language. Each post is called a bubble, hashtags are substituted with a plus sign (+), and users can tag others using an ampersand (&). Bubblews claims to be currently serving more than 20 million visitors per month in over 240 countries.

The real question is, are social network users looking for a new type of social networking site? According to a new study (also released today by Bubblews*), out of the 76% of Americans who use social media, 83% said they are more likely to discover meaningful news on social media than any other resource. And nearly 7 in 10 Americans (68%) have dislikes when it comes to the most popular social media websites, including too many advertisements, non-relevant content and more.

The study also found that 62% of Americans are willing to try a new social media platform. According to Arvind Dixit, CEO and co-founder of Bubblews: “Our research shows that American appetites for social media is still more than healthy: It’s also clear that the need for relevant content by online users is not yet truly being met in the social platforms available to them today.”

The concept is unique and interesting; but will the platform take off? In an age where shorter messaging services are growing rapidly, especially among millennials, can a social network focused on longer posts find success? What do you think – and can you see your brand using Bubblews?

*Bubblew’s study was conducted online in the United States using Harris Poll, from June 30-July 2, 2014 with 2,047 participants ages 18 and over.

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The TSA’s Shockingly Real Instagram Account

The Transportation Security Administration (TSA) has created an increasingly popular Instagram account, displaying some of the most alarming items that haven been confiscated at security checkpoints. And there’s no shortage of images to post. The TSA claims an average of 40 firearms (mostly loaded) every week, and has found contraband including knives, grenades, rocket launchers, cannonballs and even snakes (Wired).

Since the feed’s creation about a year ago, the account has 160 posts and over 100,000 followers. Each week, the head and only member of the TSA’s social media team, Bob Burns – better known as Blogger Bob – reviews reports from over 450 airports across the country and posts the most compelling incidents.

Though these photos are meant to be a warning to future fliers, reminding them of the consequences of carrying prohibited items, there is no denying the account is an attempt to legitimize the oft-criticized, time consuming practices of the TSA. According to Bob, the the Instagram account has helped give the governmental organization a bit more personality and credibility, telling Wired: “You change the conversation from people complaining about TSA to people saying, ‘Wow look what TSA found, I can’t believe someone would try to come through with this.’ We like to show not only that our workforce is capable of finding these things, but we’d like to educate people.”

The account is not only limited to displaying prohibited items. The TSA’s bomb-sniffing dogs and distinguished employees have made appearances on the feed as well. TSA promotions and programs have also been advertised on the account.

The TSA’s social presence extends beyond Instagram, also managing a blog and Twitter account . On the blog, a regular “Week in Review” post reveals the weeks most notable confiscations, as well as a tally of firearms-including where they were found, and if they were loaded (The Daily Beast). The Twitter account has been used to address and resolve customer complaints according to Ross Feinstein, the TSA Press Secretary.

Though the TSA has taken advantage of the social media outlets available, Feinstein has made it known that deep down, the organization wishes their Instagram account did not exist: “We would love to put a blog post on our website every Friday that says, ‘We did not discover any firearms at checkpoints nationwide, we didn’t discover any prohibited items like knives or any suspicious items whatsoever.’ While we like utilizing social media, we’d rather not find these items” (Wired).

However, as long as the TSA keeps finding these items, it certainly makes for an interesting Instagram feed — and an important outlet for a government organization that often comes under fire from frustrated travelers.

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NBA Announces 2014 Social Media Award Winners

This month, NBA Digital held its third annual NBA Social Media Awards, which honors NBA players and teams for their active participation on social media throughout the regular season. The NBA handed out 10 social media awards in 10 categories over 10 days, with the help of fan voting on NBA.com, Facebook and Twitter.

Here are this year’s winners:

Best Vine/Video– Kyrie Irving (Cleveland Cavaliers)

Selfie AwardJrue Holiday (New Orleans Pelicans)

Best Hashtag- Blake Griffin (Los Angeles Clippers)

LOL Award- Nick Young (Los Angeles Lakers)

“AWW” Award- Klay Thompson (Golden State Warriors)

Best #TBT-  Kendall Marshall (Los Angeles Lakers)

Social Rookie- Mason Plumlee (Brooklyn Nets)

Best Post- Rajon Rondo (Boston Celtics)

Team Social MVP- Houston Rockets

Social MVP- Damian Lillard (Portland Trailblazers)

The NBA Social Media Awards are only a part of the NBA’s social presence, as #NBAGreen, #HoopsForTroops, #KIACommunityAssist and #NBAFit are all campaigns within the NBA’s larger initiative, NBA Cares.

The NBA was also host to the very first “Social Media Night” back in 2013, encouraging fans to socially engage with the Golden State Warriors. Members of the team wore shooting shirts with the team Twitter handle on the front, and their personal handle on the back. Fans were also given the opportunity to participate in an Instagram photo challenge, and send in tweets that could then be displayed on the scoreboard during the game.

Social media has become crucial to professional sports. Not only does it allow fans to track and engage in the action, but it gives athletes and teams a way to communicate directly with fans, furthering their own ‘brand’ and remaining accessible to the general public. So far, the NBA is the only league out of the major four (MLB, NBA, NHL, NFL) to give recognition to teams and athletes for the use of social media.

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Social Media Campaigns Kick-Off 2014 World Cup

Today marks the start of the 2014 World Cup, a month-long event highly anticipated by fans – and marketers – around the globe. Social media is expected to play a huge role in this year’s tournament, and we’ve compiled some of the most popular and creative marketing campaigns centered around the event:

Hyundai's dedicated Tumblr site will release 120 pieces of football related artwork including GIFs, quotes, illustrations and short films throughout the 2014 World Cup.

Hyundai’s dedicated Tumblr site will release 120 pieces of football related artwork including GIFs, quotes, illustrations and short films throughout the 2014 World Cup.

Hyundai teams with Tumblr: At the heart of Hyundai’s World Cup sponsorship lies the #BecauseFutbol campaign, driven by a Tumblr microsite. The site will contain 120 pieces of football related art, including GIFs, quotes, illustrations and short films, all to be released periodically throughout the tournament. There will also be a realtime element to the Tumblr site; other pieces of art will be created on the fly based on which threads are most popular as the tournament progresses. Three-fifths of the site’s content will come from six Tumblr influencers/artists, while the remaining artwork will come from Hyundai’s creative team.

Memes will also play a large roll on the site; a new tool allows users to either design their own art or remix existing illustrations, and share them across different social media platforms.

To attract users, some of this artwork has been put on display in New York City’s Times Square.

Hyundai also added a feature to its site called “where to watch“, helping fans in 12 cities find a nearby venue to catch their team’s game.

Adidas is “All in”: Adidas’ “All in or Nothing” ad campaign is projected to be the biggest marketing crusade in company history. The campaign’s official video features global football sensation Lionel Messi, along with a new Kanye West track. In the final frame, the ad asks viewers to click either an “all in” or “nothing” button. Those who click the “all in” button will receive up-to-date Adidas World Cup news through #Allin or Nothing and email, and those who click the “nothing” button will see images of (basically) nothing.

Other Adidas World Cup ads online have featured international football stars David Beckhman, Zinedine Zidane, Gareth Bale and Lucas Moura. One recent ad garnered over 14 million views to date, and the campaign’s signature ad has earned nearly 34 million views (see below).

Adidas is also launching a live YouTube web series  called “The Dugout“, allowing fans to take part in interviews, Adidas product reviews, and behind-the-scenes World Cup action.

Coca-Cola's Happiness Flag is composed of user generated photos submitted via Facebook and Twitter.

Coca-Cola’s Happiness Flag is composed of user generated photos submitted via Facebook and Twitter.

Coca-Cola celebrates “The World’s Cup”:  Coca-Cola is recognizing football as a globally unifying force through “The World’s Cup” campaign. With the “One World, One Game” YouTube ad, the new “World Is Ours” official World Cup anthem, and FIFA World Cup Trophy Tour, Coca-Cola looks to deliver to its audience the most accessible World Cup in history. Also, to kick-off the global event, Coca-Cola has invited fans to be a part of the largest flag photo mosaic ever created, by submitting an image either through Twitter or Facebook. The Happiness Flag will be unveiled before the opening match between Brazil and Croatia.

Coca-Cola has also introduced a new section of branded content in the gaming app QuizUp, which includes 18,000 trivia questions specific to every team competing for the Cup.

McDonald’s “Trick-Shots” the competition: The controversial Trick Shot ad launches McDonald’s “Gol” campaign, which has stolen much of the attention surrounding World Cup social marketing. For the first time in brand history, McDonald’s has redesigned the packaging of the French fry box as part of the new McDonald’s Gol! app. Using one of the twelve new fry boxes, customers can download the app and begin playing. Here’s how it works:

How does your brand plan to keep up with this year’s World Cup?

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Hidden Cash: What The Latest Twitter Trend Could Mean For Brands

Hidden Cash twitter accountIt’s the latest craze on Twitter: users hide cash, tweet clues about where to find it, and then leave instructions for the finders to “pay it forward.” The concept originally began around two weeks ago in California, where anonymous Twitter user @HiddenCash began tweeting hints about where to find hidden envelopes with cash around San Francisco and Los Angeles.

The anonymous donor allegedly began hiding the cash as a way to give something back to the community — and now the idea has taken root in multiple towns and cities across the U.S. The @HiddenCash account has over 470,000 followers, and numerous imitators are adding followers at a rapid rate. For example, @HiddenCashKS already has over 14,000 followers, despite starting about a week ago, and @HiddenCashChi (in Chicago) has earned over 14,600 followers in around two weeks.

The movement started around an altruistic ideal; the original @HiddenCash bio reads “an anonymous social experiment for good.”

The person behind the account initally remained anonymous “because he wants the attention to remain on the pay-it-forward activities rather than himself,” reported the The Topeka Capital-Journal. However, CBS News reported yesterday that the man behind the original @HiddenCash account has been revealed.

The account’s imitators have also chosen to remain anonymous; the woman running the account in Kansas hopes it will “brighten someone’s day” and also that the scavenger hunt will help keep kids and teens in a small town out of trouble.

Residents in the states and areas where cash is being hidden are tweeting and asking for more locations, and many are tweeting their approval of the movement. The original @HiddenCash account is announcing new locations on a regular basis, continuing to share the wealth around the U.S. and beyond.

“I guess it (the scavenger hunt) kind of restores faith in humanity,” said Ashley Brown, one of the recipients of the hidden cash. One Chicago Twitter user posted: “What a great thing you are doing.”

So what does all this mean for brands? Scavenger hunts are nothing new to social media marketing, but the nation-wide response to the hidden cash accounts shows real enthusiasm for a campaign motivated by altruism (and, of course, the allure of finding free money).

Brands could tweet about hidden products or prizes or gift certificates (rather than cash) and also leave instructions for how recipients can then ‘pay-it-forward’ to others in the community.  This type of social media effort could work on a national scale, but also be really effective for the small local business that is looking to give something back to the community (and get great exposure while doing so.) One follower told Sacramento’s ABC News 10 that “It’s exciting, it’s like a game. Everybody likes that type of thing.”

Has your brand tried social media scavenger hunts in the past?  How might your brand use the success of @HiddenCash to create a similar campaign that will engage consumers?

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Bank of America Teams Up With Major League Baseball for #Troopthanks Vine Campaign

In recent months, Vine has become a popular way for Major League Baseball to express its personality to the public. The MLB has generated about 150 Vines, dedicating these six-second videos to topics ranging from big summer movies including “Godzilla” and “Guardians of the Galaxy,” to Mr. Met attending a New York City gala.

Vine has also played a significant role in Bank of America’s recent marketing efforts; the app has sparked 50% more engagement than any of the brand’s other social media content.

Bank of America recently teamed up with the MLB  in a new Vine advertising campaign to thank our military personnel. The #Troopthanks Vine campaign debuted this past Memorial Day; the campaign’s first Vine meshes together #Troopthanks with a famous ballpark snack.

Bank of America has also devoted a webpage to #Troopthanks, offering to donate $1 to nonprofit organizations in support of veterans in exchange for every message thanking our troops for their service.

During the first week of the partnership, Bank of America raised $50,000 that will be distributed evenly between two charities: Wounded Warrior Project and Welcome Back Veterans. Bank of America will continue to donate earnings to these two foundations when fans use #Troopthanks during sponsored events throughout the MLB season. Sponsored Vines will also be shown as pre-roll ads preceding videos of MLB players thanking our troops, as well as posted on Bank of America and Major League Baseball’s individual Twitter accounts (The Wall Street Journal).

Bank of America and the MLB are planning to release a new #Troopthanks Vine on July 4th, and two more later on in the season.

Anheuser-Busch has also teamed up with the MLB, and last year produced a Vine for Budweiser that made its way onto a Times Square billboard during the World Series.  

Though Major League Baseball is not currently generating any revenue from their Vines, league officials say MLB Advanced Media could eventually reorganize into a sort of Vine agency, focused on selling their short videos to sponsors and advertisers. How does your brand plan to use Vine?

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Sony Builds Interactive Social Media Hub For 2014 World Cup

Sony has teamed up with media agency Isobar to create a new interactive platform for this year’s World Cup, called One Stadium Live. This online forum, which opened on May 1st, compiles the comments and conversations of soccer fans across the world on Twitter, Facebook, and Google+, organizing them all on one website.

One Stadium Live will highlight the event’s most recent – and talked about – news, results, and (of course) conflicts. The forum will also keep statistics on all 32 teams and their players as the tournament progresses. Sony’s “Newsroom Team” will work around the clock to maintain the site, both leading up to and during the tournament, in six different languages.

Sony's One Stadium Live allows for soccer fans across the world to connect using a single website.

Sony’s One Stadium Live allows soccer fans across the world to connect using a single website.

This effort is part of Sony’s One Sony campaign, which is an attempt to use technology to help tell stories and display how customers feel. Nick Bailey, CEO of Isobar, sums up the user experience: “You’ll be able to tune in and see what people are saying, but in an engaging and entertaining way. It won’t feel like just a load of Twitter hashtags – it will be a snapshot of what the world is feeling” (AdAge).

One Stadium Live will evaluate the meaning of each post and group together similar comments, allowing fans to interact on a global scale. To safeguard against unwanted messages within these conversations, Sony’s up-to-date technology protects against bots and retweets. The Newsroom team is also in charge of moderating posts to eliminate racist and drug-related comments.

Bailey boldly predicts that 60% of all tweets during the month of the World Cup will be dedicated to the tournament’s action. With an exponential rise in the use of social media platforms between the 2010 World Cup and today, One Stadium Live provides a unique venue to aggregate the increasing amount of conversations soccer fans are having across the world. Through clean, yet spirited communication, this online hub hopes to bring fans closer to the action, and make them feel a part of this global tournament.

Users can quickly browse between the World Cup's "loudest" and "posts" from Twitter, Facebook, and Google+ all at once with One Stadium Live's easy -to-use home page.

Users can quickly browse between the World Cup’s “loudest” and “latest” posts on Twitter, Facebook, and Google+ with One Stadium Live’s easy-to-use home page.

Trials using One Stadium Live were held during international friendly matches in preparation for the World Cup, and resulted in high engagement around a wide range of conversation topics (some examples: team strategies, jerseys, and which players are “hot”).

Following the conclusion of the World Cup, Sony and Isobar plan to modify One Stadium Live into a platform for other major sporting events and shows around the world (one possibility: the next Academy Awards).

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