We're excited about the prospect of another great summer of sport and digital innovation.
Euro 2016 digital news
Here’s our round-up of some of the most notable digital developments for this summer’s European Championships:
The Eiffel Tower will be lit up with social media posts; with the team whose fans are the most vocal on Facebook, Twitter and Instagram having their colours light up the iconic landmark, with the most creative social media posts projected onto the structure. Social media activity during the tournament is expected to be huge, following on from the 3.21 million tweets shared during the 2014 Fifa World Cup Final.
Euro 2016 stadiums in full 360: French media company L’Équipe has created an immersive guide to all 10 Euro 2016 stadiums, integrating 360 degree images with stats, fixtures, and histories of each ground.
The England team talks data: The English team have announced an unprecedented data sharing initiative with the Premier League, giving their coaching and medical access to vital player tracking metrics.
...as does Germany: The general manager of the German side, Oliver Bierhoff, has spoken to German website Telekom.com about the importance of data in making team decisions, declaring that: “The technology is a tool. It doesn’t shoot any goals, but it helps to analyse matches and make better decisions, and we will continue to use it intensively at the Euro Cup.”
Digital campaigns uninspiring so far: Econsultancy has declared the latest round of Euro-focused digital campaigns as a ‘tiring maelstrom.’ The ads mentioned include Jose Mourinho for Lipton Iced Tea and Giroud and Griezmann for Puma (challenging Adidas).
Not forgetting the Olympics
Although Rio’s Olympic Games follow the Euros, it’s worth taking a look at the Canadian Olympic Committee’s new interactive report as an example of best practice both in the digital campaign that it describes, and the manner in which it is reported on. The report’s format combines moving image and text in a dedicated, vivid parallax site.
The campaign it focuses upon in part of the report was its fully integrated #NowOrNever campaign, focusing on the athlete’s journey from the training ground to the stadium, which garnered six million media impressions, 55,000 #NowOrNever tweets and a quarter of a million video views.
Digital broadcasting marches on
We reported last month on the influx on live streaming, with sports streamed on Twitter, Snapchat and YouTube. It was revealed in May that almost two million people watched the Champion’s League and Europa League finals on YouTube, streamed for free by BT on the video-sharing platform.
Delia Bushell, managing director of BT Sport & TV, stated that: “BT sport set out to begin a new era of live mass broadcast for major sporting events, combining TV and digital media to make this the most widely available and social broadcast of a Uefa Champions League and Europa League final ever.”
La Liga and Grabyo partnered to live stream a huge La Liga Women’s match (Atletico Madrid vs Athletic Club) on Facebook. It was deemed a success, with over 55,000 reactions, comments, and shares.
Meanwhile, Snapchat has signed another huge deal, this time with Wimbledon. By revealing its daily user count in the UK (numbering 10 million active daily users) the social media platform was able to sign a three-year deal with Wimbledon, which will include it broadcasting Live Stories from the tournaments and selling ad space to sponsors.
Wearable tech...for fans
We recently delved into the sector-wide rise of wearable tech and virtual reality. Whilst the focus for wearable tech in sports is usually on how it can help the player and coaching staff, there have been a few developments of late surrounding the use of wearable tech by sports spectators.
Australia’s Football League side, the Sydney Swans, has integrated stadium activation in its stadium. The season-long campaign, named ‘The Heart of the Swans’, will see 5,000 heart-monitoring wristbands distributed to fans at the SCG Stadium, with a moving visual infographic projected onto big screens using heart-rate data from the wristbands.
There are also rumours of a mystery ‘English Premier League Club’ that allegedly wants to allow supporters to vote using their smartphones for the player that they want substituted next, after analysing data collected from wearable technology worn by the players.
Although not strictly wearable, Manchester City has also shone its focus on fans as they trial a new app allowing fans to take selfies with stadium cameras. Snaptivity will enable fans to control and focus stadium cameras on themselves and their friends, and take photos. It will be tested at the Etihad Stadium next season.
Other digisport developments: