Sony launches social network for football fans to spearhead World Cup sponsorship

Sony is launching a bespoke social network for the upcoming World Cup in Brazil that will form the centrepiece of its multi-million-pound sponsorship of the tournament.

Sony's One Stadium Live social network
Sony's One Stadium Live social network

The ‘One Stadium Live’ network launches today and curates social media content across different languages into the most "popular, relevant and recent" football topics taken from Twitter, Facebook and Google+.

Content will be available in English, Portuguese, French, German, Spanish and Japanese and will be curated during World Cup matches by a 32-strong multilingual editorial team. The team will also filter out any profanity that could reflect badly on the Sony brand.

One Stadium Live was created by Isobar and aims to provide the "ultimate second screen experience" in real-time, with content optimised across mobile, tablet and desktop computers.

The website is designed to appeal to football fans who want to instantly see and join in conversations with anyone, not just those who to whom they are already connected or for whom they have actively searched.

Technology from analytics company Luminoso will use "natural language processing" rather than key words to allow the website to group conversations in different languages into relevant topics.

Sony will raise awareness of the site with notifications to Sony’s 20 million-follower fan base, with the most popular conversations hosted on the brand’s social and paid channels.

It is understood Sony considered offering items from its product range as incentives to drive take-up of the site, but was unable to do so because of the logistical difficulties with such a global initiative.

This article was first published on marketingmagazine.co.uk

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