Nike combines digital signage and social networks to show which Spanish Euro player is the most popular

The sports brand Nike has deployed an interactive canvas in Madrid's Puerta del Sol in which, during the Eurocup, Twitter and Facebook users of the 'My time is now' application will be able to turn their favorite players into the protagonists of this installation.

An interactive canvas in the heart of Madrid's Puerta del Sol, installed by Nike, will track worldwide and in real time the mentions of the players of the Spanish soccer team during this Euro Cup to reveal who is the most popular player on social networks.

The sports brand will use a real-time conversation monitoring tool with the 'My Time is Now' application’ to track mentions of players on Facebook worldwide’ y ‘Twitter’, and user participation in the brand's own channels. In this way and during the continental event, The footballer who capitalizes on the greatest number of conversations will be the protagonist of a banner located in the central Puerta del Sol in Madrid. The best Spanish player of the day according to social networks will be, therefore, the ambassador of the message 'My Time Is Now'.

This action - designed and developed by DoubleYou and negotiated by the media agency MPG-Media Contacts, is part of Nike's global campaign 'My Time Is Now', and reinforces the participation of the 'Facebook Nike Football Spain' community, which currently has 820.000 followers, one of the brand pages with the most users in Spain.

How it works

To track referrals in real time, Twitter Search API is used, a service that allows developers to receive tweets that match a set of pre-specified criteria. Located and integrated into the Nike Football Spain Facebook page, The application thus allows you to view each of the social comments related to the players and automatically create a precise ranking of conversations that is updated every minute.. In this way, the influence on social networks of the events that happen in the field will be evident..

From the application itself, in addition to knowing who is the most outstanding player of the moment, Users will be able to add their messages linked to the footballer who, according to your criteria, I should be the owner of the moment. From among all the comments sent from the application and that refer to the one who turns out to be the player of the day, Nike will select two messages that will be published next to that footballer on the banners of Puerta del Sol.