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 second- Billions of social media interactions Over 170,000 posts across 12 stadiums screen experience and to be the first to spot occurred during the World Cup. producing 100 high value alerts per game stories and memorable moments shared by Our challenge was to discover high routed to the right reporter. fans inside the stadiums. value content and notify the right reporter 80% of the social posts used were surfaced at Fusion within minutes of it being using Local Measure. shared online. The Stadiums

Estádio Nacional de Arena Arena de São Estádio Brasilia Maracanã Castelão Paulo Mineirão

Arena da Estádio Arena da Arena das Arena Fonte Amazônia Beira-Rio Baixada Dunas Nova

Instagram Foursquare Facebook 151,549 13,480 330 POSTS POSTS POSTS Arena Arena Pantanal

Estádio Nacional de Brasilia 29455 7 BRASILIA POSTS MATCHES

Maracanã 26927 7 RIO DE JANEIRO POSTS MATCHES

Arena Castelão 20734 6 FORTALEZA POSTS MATCHES

Arena de São Paulo 16854 6 SÃO PAULO POSTS MATCHES

Estádio Mineirão 16233 6 BELO HORIZONTE POSTS MATCHES

Arena Fonte Nova 11239 6 SALVADOR POSTS MATCHES

Arena da Amazônia 8614 4 MANAUS POSTS MATCHES

Estádio Beira-Rio 8358 5 PORTO ALEGRE POSTS MATCHES

Arena da Baixada 7040 4 POSTS MATCHES

Arena das Dunas 7022 4 NATAL POSTS MATCHES

Arena Pernambuco 6730 5 POSTS MATCHES

Arena Pantanal 6153 4 CUIABÁ POSTS MATCHES

Social Superstars FANS WITH THE MOST FOLLOWERS

1,993,900 1,988,625 1,928,844 1,696,757 1,457,593 www.instagram.com/sabrinareal www.instagram.com/alessandraambrosio www.instagram.com/anitta www.instagram.com/oscar_emboaba www.instagram.com/muradosmann

1,321,007 1,283,029 1,059,095 994,750 940,149 www.instagram.com/marcosmion www.instagram.com/archdaily www.instagram.com/thassianaves www.instagram.com/espn www.instagram.com/webix

Daily Activity TOTAL POSTS POSTS PER MATCH

QUARTER ROUND FINALS FINAL OF 16

OPENING MATCH

SEMI FINALS

TUE WED THU 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 THU FRI SAT SUN MON 10 11 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 11 12 13 14

Serial Fans FANS WITH THE MOST POSTS

102 Posts 94 Posts 81 Posts 76 Posts 74 Posts www.instagram.com/patyfilizzola www.instagram.com/80mjn www.instagram.com/robertopimenta www.instagram.com/charles_sholl www.instagram.com/icaro_diniz

Focused Crowd THE MOST ACTIVITY OCCURS IMMEDIATELY BEFORE THE MATCH AND AT HALF-TIME MATCH TIME HALF TIME EXTRA TIME 1528 POSTS THAT MENTION

12 June - Opening Match (Bra v. Cro) GOAL!!! VS. CROATIA JUNE 12 SUPERSTAR FUNNELS POSTS FROM INFLUENTIAL FANS

10,000 Followers 08 July - (Bra v. Ger) 1,982 BRAZIL VS. GERMANY JULY 8

100,000 Followers 479

1,000,000 Followers 21

09 July - (Ned v. Arg) NETHERLANDS VS. ARGENTINA JULY 9

TRASHTALKER FUNNELS

12 July - BRAZIL VS. NETHERLANDS Playo for third JULY 12 (Bra v. Ned) 358POSTS THAT MENTION riot, police, disturb, fight, violence, corruption, tackle, injury, punch, fire, thief, gun GERMANY VS. ARGENTINA (FINAL) 13 July - JULY 13 Final (Ger v. 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.

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