Sony, a tier one FIFA sponsor, has "created a single online platform, called One Stadium Live, to bring together conversations and content across Twitter, Facebook and Google+ before and during" the upcoming FIFA World Cup, according to Emma Hall of AD AGE. The mobile-first website "will highlight hot topics to give fans a snapshot of how the whole world is feeling about games, players, tactics, gossip -- and the inevitable controversies -- surrounding" the tournament. Isobar U.K. CEO & Exec Creative Dir Nick Bailey, whose company created One Stadium Live, said that Twitter expects that 60% of all tweets during matches "will be World Cup-related during the month-long soccer tournament." One Stadium Live will "analyze the meaning of posts, rather than just key words, to group fan posts together," The technology will also remove bots and retweets from the conversation." Isobar "has set up a newsroom in its London office to bring an editorial layer to One Stadium Live." A team of moderators "will be working round the clock, across six time zones, to push out the best conversations." Moderators "will be there to safeguard Sony and keep things like racism and drugs out of the conversation." One Stadium Live "feeds into Sony's 'One Sony' drive, which is attempting to unify the diverse Japanese company under one brand identity." Once the World Cup "is over, Isobar hopes to be able to adapt the One Stadium Live technology to create a second-screen experience across other big sports events" (ADAGE.com, 5/12).
BOOK OF GENESIS: MARKETING DAILY's Karl Greenberg reported Hyundai will be touting the Genesis and Sonata models next to each other via media buys during the World Cup. Hyundai Motor America VP/Marketing Steve Shannon said that the timing "happens to make sense as both redesigned cars are launching around the same time." Hyundai is an official FIFA sponsor, and Shannon said that the deal "includes auto advertising exclusivity on Univision and ESPN during tournament coverage." Local-market initiatives "will play a major role." Shannon said that Hyundai is "putting together infrastructure to help dealers and dealer groups create their own golf programs and integrate products and direct-marketing opportunities." This comes as the company has "been increasing its exposure to golf with a two-year extension of its partnership, along with Kia, of the PGA Hyundai Tournament of Champions" (MEDIAPOST.com, 5/8).
