One Stadium Live has been created specifically for Sony and is the first time the technology has been applied to a marketing initiative.

One Stadium Live:

1. Identifies all publicly visible World Cup related conversations from across social platforms. This is achieved via proprietary Conversation Tracking software that dynamically updates and evolves 10,000s of keywords in real-time based on what fans are saying.

2. Once identified, the system applies revolutionary natural language processing to conceptually understand and process the meaning of each fan post, not just the keywords included. Once an individual posts’ meaning is identified, the system organises every post by language, (6 supported - western languages plus Japanese), by team (32 competing teams), and then by the fan topic

3. Fan hot topics are presented within an intuitive, responsive web interface, with all re-tweets, spam and bot posts automatically removed. Fans can filter conversations by team or language, enabling fans to see and join what’s being said about every team.

Volume of processed conversation: One Stadium Live has fire hose access into Twitter and harnesses Facebooks and Google+ public api’s. During games Twitter have advised they expect up to 60% of Twitter to be about certain matches – that equates to 40m posts over a 90 minute period. The initiative will be continually processing the world’s fan conversation for 84 days.

Volume of Hot Topics: One Stadium Live supports 32 teams and 6 languages = 192 team / language pairs. We expect each team / language pair to contain around 20 active topics which will exist for around 3 days each. That equates 3,840 hot topics created every 3 days.

A global audience: The FIFA World Cup is the greatest show on earth, with an audience of 2 billion in 2010. Sony is a global business and a top tier sponsor. One Stadium Live is Sony’s central global activation.

One Stadium Live will deliver the ultimate FIFA World Cup experience, letting individual fan voices from all over the world come together in a single expression of pure footballing passion, having just launched results are not yet in.

Whilst the system focuses on the FIFA World Cup for this initiative, it is reconfigurable to support other contexts or objectives – e.g. by varying the data sources, computed statistics, and outputs, potential audiences include:

- Fans of any sport or league

- Fans of celebrity events eg Oscars

- Fans of any entertainment property eg TV / cinema / arts / music

- News agencies and bloggers looking to surface trends from social media or stories from the wider internet

- Customer care at the enterprise level to quickly characterize and address emerging issues from social media or internal data streams (support requests etc.)