Leveraging its unique expertise in Real-Time Social Media Analytics, numerous medias and advertisers have used VIGIGLOBE technology during the Euro 2016 Football tournament. A look back on four campaigns on “Euro 2016 social media” integrations:

  1. Creation of insightful editorial content for the french TV broadcaster M6
  2. Value enhancement of a sponsorship special operation with the french radio RMC
  3. Social Engagement to generate a direct link with Volkswagen
  4. Social animation within an customer event for Microsoft Europe

 

I – M6, « 100% Euro » : creation of insightful editorial content.

In order to offer an innovative experience to its audience both digital and TV, the french broadcaster M6 Télévisions (“M6″) has chosen VIGIGLOBE to provide insightful editorial content from its real-time analytics from messages posted on social media. Such editorial content was then broadcasted live on-air and published by M6’s Community Managers on its various social media accounts.

« VIGIGLOBE technology has given us access to real-time analytics, both quantitative as well as qualitative, on what was being said on Twitter in French language about each match and the 23 players of each contesting team. Those analytics were used to enrich the post-match debates during our TV shows as well as on social networks. » explains Vincent Regnier, M6’s News Director, in charge of the Euro2016 for the broadcaster.

Consequently, more than 15 million Tweets were analysed in real-time during the month-long competition, allowing M6 to break records in terms of audience and engagement level with Euro 2016 social media !

M61M62

 

II – RMC : enhancing the value of a sponsorship special operation.

BY NEXT, the partnership, event, production and brand content division of Next Régie (BFM TV & RMC group) has set up a special operation to activate the Hashtag #VibrezBleu sponsored by Volkswagen, official partner of the French Football team, l’Equipe de France. The concept of the operation was to ask the Twitter users to share their most beautiful pictures to support “les Bleus”, the French football players. A lucky draw was then organised to make the participants win many presents, including official jerseys dedicated by Les Bleus. The results of this brand activation were made available on a dedicated micro-website that integrated several social widgets powered by VIGIGLOBE. A trully Euro 2016 social media !

This operation has allowed us to generate more than 3,800 tweets with the hashtag #VibrezBleu and more than 375,000 visits on the dedicated website during the whole duration of the competition. A success made possible by the first-time implication of both editorial teams from RMC and BFMTV, and thanks to the marvellous support from the fans.

RMC

 

III – Volkswagen : social engagement for the match France-Iceland.

During the Round of 16 match where France played against Iceland, GroupM / MediaCom has activated, for the account of Volkswagen France, a #FRAVW campaign that aimed at measuring the level of support from the fans of the French Football team depending on the location they were. Infographics developed by VIGIGLOBE were accessible on a dedicated webpage.

A one-day brand activation that allowed Volkswagen to bring value to the strong fan support through its social account.

VW

 

IV – Microsoft Europe Summer Party : social animation at the heart of a corporate event.

The European headquarters of Microsoft, based in Brussels, were organising on the 22nd of June 2016 their Summer Party. Over 750 customers and partners of Microsoft were invited to celebrate Summer around the Euro2016 and to watch the 4 matches that were occurring on that evening.

VIGIGLOBE has animated on two giant Microsoft screens a real-time analysis of the reactions of millions of Twitterers to those 4 simultaneous matches. Several quantitative as well as qualitative indicators in different languages were displayed live during the matches. Euro 2016 social media by nature.

The guests to the Microsoft Summer Party who were not watching continuously the matches coud therefore, thanks to those real-time analytics, understand in an instant what was happening in the matches, which teams were leading the discussions, for which reasons, and what was the sentiment and state of mind of the Twitterers for each team.

MS