Major sporting tournaments are always a great case study in how the platform of sport is used by companies and Euro 2016 will be no different.
IN a marketing context the measurement of social media value is an area that there is much work going into but still a degree of uncertainty beyond brand awareness.
Engagement rather than mere likes and numbers of followers is a hot button topic for marketeers and there will be interest in what Orange telecom are doing in France in the coming weeks.
They will follow the social media activity and support for Euro contenders in action on each day of the tournament, with the winner earning the right to turn the Eiffel Tower in Paris into the colours of the national flag.
Facebook, Twitter and Instagram are the three social media networks that will be monitored and each day’s ‘scoring’ will run from midnight until ten minutes after the last kick off of the day at around 22.45.
We have turned the Tower Green to support Discover Ireland’s St Patricks Day campaigns in the past. Now let’s see whether we can turn it into the Irish flag on Monday night.
