GOAL!!! - Local Measure

LOCAL MEASURE
CASE STUDY
World Cup 2014
Captured through the eyes of fans
Local Measure partnered with Fusion to provide real time insight into the social conversations shared
at the World Cup stadiums.
Objective
Challenge
Outcome
To enhance and enrich the Fusion secondscreen experience and to be the first to spot
stories and memorable moments shared by
fans inside the stadiums.
Billions of social media interactions
occurred during the World Cup.
Over 170,000 posts across 12 stadiums
producing 100 high value alerts per game
routed to the right reporter.
Our challenge was to discover high
value content and notify the right reporter
at Fusion within minutes of it being
shared online.
80% of the social posts used were surfaced
using Local Measure.
The Stadiums
Estádio
Nacional de
Brasilia
Maracanã
Arena
Castelão
Arena de São
Paulo
Estádio
Mineirão
Arena da
Amazônia
Estádio
Beira-Rio
Arena da
Baixada
Arena das
Dunas
Arena Fonte
Nova
Instagram
Foursquare
Facebook
POSTS
POSTS
POSTS
151,549 13,480 330
Arena
Pantanal
Arena
Pernambuco
Estádio Nacional de Brasilia
29455
7
Maracanã
26927
7
Arena Castelão
20734
6
Arena de São Paulo
16854
6
Estádio Mineirão
16233
6
Arena Fonte Nova
11239
6
Arena da Amazônia
8614
4
Estádio Beira-Rio
8358
5
Arena da Baixada
7040
4
Arena das Dunas
7022
4
Arena Pernambuco
6730
5
Arena Pantanal
6153
4
BRASILIA
RIO DE JANEIRO
POSTS
MATCHES
POSTS
FORTALEZA
MATCHES
POSTS
SÃO PAULO
MATCHES
POSTS
BELO HORIZONTE
MATCHES
POSTS
SALVADOR
MATCHES
POSTS
MANAUS
MATCHES
POSTS
PORTO ALEGRE
MATCHES
POSTS
CURITIBA
MATCHES
POSTS
NATAL
MATCHES
POSTS
RECIFE
MATCHES
POSTS
CUIABÁ
MATCHES
POSTS
MATCHES
Social Superstars
FANS WITH THE MOST FOLLOWERS
1,993,900
1,988,625
www.instagram.com/alessandraambrosio
www.instagram.com/sabrinareal
1,321,007
1,928,844
www.instagram.com/anitta
1,283,029
www.instagram.com/marcosmion
1,059,095
www.instagram.com/archdaily
1,696,757
1,457,593
www.instagram.com/oscar_emboaba
www.instagram.com/thassianaves
www.instagram.com/muradosmann
994,750
940,149
www.instagram.com/espn
www.instagram.com/webix
Daily Activity
TOTAL POSTS
POSTS PER MATCH
QUARTER
FINALS
ROUND
OF 16
FINAL
OPENING
MATCH
SEMI
FINALS
TUE
WED
10
11
THU
THU
FRI
SAT
12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 01 02 03 04 05 06 07 08 09 10
FRI
SAT
SUN
MON
TUE
WED
THU
FRI
SAT
SUN
MON
TUE
WED
THU
FRI
SAT
SUN
MON
TUE
WED
THU
FRI
SAT
SUN
MON
TUE
WED
11
12 13 14
SUN
MON
Serial Fans
FANS WITH THE MOST POSTS
102 Posts
94 Posts
www.instagram.com/patyfilizzola
www.instagram.com/80mjn
81 Posts
www.instagram.com/robertopimenta
Focused Crowd
THE MOST ACTIVITY OCCURS IMMEDIATELY BEFORE THE MATCH AND AT HALF-TIME
MATCH TIME
HALF TIME
EXTRA TIME
76 Posts
www.instagram.com/charles_sholl
74 Posts
www.instagram.com/icaro_diniz
1528
POSTS THAT MENTION
ne ng Match
Cro)
BRAZIL VS. CROATIA
GOAL!!!
JUNE 12
SUPERSTAR FUNNELS
POSTS FROM INFLUENTIAL FANS
10,000
Followers
1,982
yGer)
BRAZIL VS. GERMANY
JULY 8
100,000
Followers
479
1,000,000
Followers
21
yv. Arg)
NETHERLANDS VS. ARGENTINA
JULY 9
358
TRASHTALKER FUNNELS
yff for third
Ned)
y-
BRAZIL VS. NETHERLANDS
JULY 12
GERMANY VS. ARGENTINA (FINAL)
POSTS THAT MENTION
riot, police, disturb,
fight, violence,
corruption, tackle,
injury, punch, fire,
thief, gun
JULY 13
Arg)
INFOGRAPHIC PRODUCED BY LOCAL MEASURE TOGETHER WITH FUSION. ALL DATA REPRESENTS PUBLIC CHECKINS
AND SOCIAL CONTENT TAGGED TO ALL OF THE WORLD CUP STADIUMS FROM 12 JUNE TO 14 JULY 2014.
www.getlocalmeasure.com