The goal is to turn social
content into TV content.
New York—In March Sony
soft-launched a new online platform, called "One Stadium Live,"
that aggregates social media content and groups it into related
subjects and trending topics appearing on Twitter, Facebook and
"channel" will be promoted throughout the World Cup. As of
next week, it will be truly live for all the world to access.
The new online initiative is part
of Sony's "One Sony" strategy to unify the company's many
divisions under a single brand identity. It is also being used to
increase Sony's online presence, in tandem with its major sponsorship
of the FIFA soccer tournament in Brazil. The website, which is
designed first and foremost for portable devices, gives fans a
resource for player and game stats as well as an online community of
Stadium One Live aggregates social media content and groups it into
related subjects and trending topics appearing on Twitter, Facebook
Nick Bailey, CEO and executive
creative director of Isobar
U.K., which created One Stadium Live, told Ad Age that Twitter
expects 60 percent of all tweets during matches will be World
Cup-related during the month-long soccer tournament (June 12-July
Bailey said the goal with One
Stadium Live is to "[turn] social content into TV content.
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
Isobar has set up a newsroom in its
London office to bring an editorial layer to One Stadium Live,
according to Ad Age. A team of moderators will be working round the
clock, across six time zones, to push out the best conversations. The
site will also carry profiles and statistics on all 32 teams and
their players, and news feeds to keep fans up to date in six
The last World Cup tournament in
South Africa in 2010 attracted two billion TV viewers, and since then
Internet use has increased by 53 percent, Ad Age said, Twitter use by
13,500 percent, and Facebook has gone from 300 million to one billion
users, Isobar told Ad Age.
the World Cup is over, Ad Age said, Isobar will adapt the One Stadium
Live technology for other second-screen experiences for other big
sports events, and for global shows such as the Academy Awards.
The platform has already been
tested during several friendly international matches, according to