Home  › Marketing › Strategies
sonyinitiative

Sony Kicks Off World Cup With Fan-Powered Social Media Site

  |  May 14, 2014   |  Comments

Sony’s most recent digital initiative, called "One Stadium Live," is a one-of-a-kind social media campaign dedicated to soccer fans around the world.

The kickoff of the 2014 FIFA World Cup is fast-approaching, and to unite soccer fans around the world Sony has created single digital platform "One Stadium Live" to curate their conversations on social media channels.

sonydigital1

Created by global digital marketing agency Isobar, One Stadium Live gathers soccer-related content from Twitter, Facebook, and Google+.

For the first time, soccer fans can share their opinions with other fans worldwide on a mobile-first website. Topics and posts from around the world are sorted according to people's interests in order to present the most popular, relevant, and latest discussions and news on soccer.

"Sony believes in delivering the best possible experience for fans, wherever they are," says Shunsuke Ueda, senior manager of Sony FIFA project office.

sonydigital2

During the World Cup games, the site's "Match Live" feature will deliver in real time a filtered stream of what global audiences are saying about a particular match.

"The [idea] was to position Sony as the supporter of football fans," says Nick Bailey, chief executive (CEO) and executive creative director at Isobar in the U.K.

"By walking the walk rather than just talking the talk, Sony plays a much more authentic role in fans' experience," he says. "This further creates opportunities to deliver product stories relevant to the fan experience, from TVs to watch the games, to mobiles to share the experience."

The agency also hopes the initiative will deepen Sony's consumer engagement by demonstrating how Sony products can help keep soccer fans connected.

"Our idea, 'One Stadium,' makes this emotionally tangible through storytelling, through a range of online and ATL film executions, and functionally tangible through the One Stadium Live platform," Bailey tells ClickZ. "[The site] captures football passion wherever it originates and brings it together, allowing fans to be inspired, share, and contribute - just like a real stadium."

The digital platform is supported by a technology developed in partnership with text analytics company Luminoso. Rather than simply monitoring keywords, it can categorize users with similar passions from different countries to create an instant fan community, beyond personal connections.

Sony's editorial team, which includes multilingual social media experts from Isobar in the U.K., uses the technology to monitor fans' conversations on social media platforms. The team will filter profane language, and make sure the most relevant topics are displayed on the site. The content is available in six languages - English, Japanese, German, French, Portuguese, and Spanish.

"One Stadium Live" is hosted on the "One Stadium" portal site. It is optimized for tablets, smartphones, and desktops.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...