Sony launches social network dedicated to FIFA World Cup

 Laura Bracher, London

Sony is launching the world’s first social network dedicated to the 2014 FIFA World Cup in Brazil – ‘One Stadium Live’.

Developed with Isobar, the new platform will curate social media content from all over the world into the most popular, relevant and recent football topics.

The global platform will be made available from today in English, Portuguese, French, German, Spanish and Japanese speakers and will be optimised for mobile, tablet and desktop computers.

One Stadium Live will focus on what fans are saying on Twitter, Facebook and Google+ and will use conversation tracking technology to analyse a limitless number of words in six languages and organise chaotic social content into meaningful conversations.

The technology supporting the platform, developed in partnership with text analytics company Luminoso, uses ‘Natural Language Processing,’ a technique that studies and learns language patterns as opposed to monitoring key words.

The technology will be supported by a Sony ‘Newsroom Team’, made up of a group of multilingual social media experts from Isobar in the UK.

This team will monitor the fan conversations across the six languages for all 32 competing teams in the football competition and ensure that the most interesting and relevant conversations are surfaced by the technology.

Sony Senior Manager of Sony Coroporation FIFA Project Office, Shunsuke Ueda said: “One Stadium Live is an exciting extension of Sony innovation, bringing fans’ passion together in a way that has never been possible before”

Isobar Chief Executive and Executive Creative Director, Nick Bailey said: “Isobar is proud to be working with Sony to deliver One Stadium Live, a fantastic example of what is possible when a truly innovative brand commits to create something that adds real value to peoples’ experience. With this initiative Sony will be harnessing the extraordinary collective passion of football fans around the world to give them an even more engaging, entertaining and connected experience – making this FIFA World Cup even better than what has gone before.

The campaign will be supported with notifications to Sony’s 20 million follower fan base, with the most popular conversations pushed on to the brand’s social and paid channels.

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