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

La marca deportiva Nike ha desplegado en la madrileña Puerta del Sol una lona interactiva en la que, during the European Championship, Twitter and Facebook users of the 'My time is now' application will be able to turn their favorite players into 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 about the players of the Spanish football team during this European Championship to reveal who is the most popular player on social networks.

The sports brand will use a real-time conversation monitoring tool with the application 'My Time is Now’ to track worldwide mentions about players on 'Facebook'’ and 'Twitter', and user engagement in the brand's own channels. In this way and during the continental appointment, the footballer who capitalizes on a greater number of conversations will be the protagonist of a canvas 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 -devised and developed by DoubleYou and negotiated by the media agency MPG-Media Contacts, part of Nike's global 'My Time Is Now' campaign, and reinforces the participation of the community of 'Facebook Nike Football Spain', which currently has 820.000 Followers, one of the brand pages with the most users in Spain.

How it works

To track references in real time, Twitter Search API is used, a service that allows developers to receive tweets that match a number of pre-specified criteria. Located and integrated into the Nike Football Spain Facebook page, the application allows you to view each of the social comments related to the players and automatically elaborate an accurate 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, at your discretion, should be the owner of the moment. 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 canvases of the Puerta del Sol.

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