The FIFA World Cup had a global audience of 2 billion in 2010; in 2014 the event promises to be even bigger, with many more of those fans experiencing the tournament via connected digital devices. As a top-tier sponsor in 2014, Sony wanted to give fans everywhere a truly revolutionary entertainment experience via any connected device, positioning the brand as the supporter of football fans and promoting the superior performance of their Xperia mobile and tablet product range. Our response was to deliver a stadium-like experience for all, uniting every fan’s passion from anywhere in the world: ‘One Stadium Live’.

Whilst Sony’s sponsorship provides the brand with official association with the competition, it includes access to only limited archive FIFA content, and excludes game footage or access while the tournament is live. Our task was therefore to create an activation that would be relevant and engaging for fans fans within the constraints of Sony’s agreement with FIFA.

The One Stadium Live platform was launched in April 2014 and will be live and supported for the duration of the 2014 FIFA World Cup.

Accessible on any connected device, the platform will be promoted through a series of co-ordinated posts to Sony’s 80 million fans across global platforms.

Additionally a partnership with Goal.com will drive engagement through editorial and dynamic widgets targeted at the platforms 50 million users.

20 million Sony Xperia owners will receive push notifications from the platform.

Meanwhile films promoting the platform will feature online and above the line in selected markets.

We’re still pre World-Cup so the full scale of the engagement around One Stadium Live is of course yet to be seen.

Twitter estimates, based on their experience of the Champions League, that around 60% of total Twitter traffic (around 500m Tweets a day) will be FIFA World Cup–related during the tournament, representing a significant scale of potential engagement for One Stadium Live.

We also know that Sony’s arrangement with Twitter and other platforms allowing for ‘firehose access’ of Twitter’s data stream in real time is unique among partners during the World Cup.

The platform is unique in football, and indeed for any live event and will provide football fans with a service unmatched by any other social platform.