Football is becoming more social. 87% of fans follow football matches while participating on social media. The final of the Champions League generated 1.1 million tweets (93% of social share) only in Spain during the match.

Vodafone had a clear opportunity: Win the football battle through the second screen.

We wanted to be the kings of football conversations on social media and that could only be achieved by generating relevant content for fans to feed the conversations happening in real time.

In order to do this, we created the first War Room in continuity in Spain, where we put together a team of specialists and football lovers every LaLiga matchweek to generate content based on social monitoring and real-time data to occupy the right conversations with the adequate format for every moment and distribute them efficiently.

And this whole process happens in less than two minutes!

Vodafone Football Center it’s a War Room that breathes football every week and brings together a team of 18 specialists composed by sports journalists, designers, data analysts and distribution of contents.

The process begins at the buzz monitoring team extracting valuable insights. Those insights are sent to the creative team which transforms them into creative pieces. These are later handled to the release and promotion team to launch content in own and third party social channels (Facebook, Twitter, Instagram) with different segmentation (ages, gender, teams, topics, etc.) engaging with fans in the exact moment.

Since November 18th we have covered already 22 matchweeks improving results every week. The process is recreated in a continuous learning activity, working in continuity, covering all the teams thus gaining credibility and reaching all the fans.

We are now thinking how to approach other territories besides football (motor, series, etc…) with all the knowledge learned.

Vodafone Football Center it’s a War Room that breathes football every week and brings together a team of 18 specialists composed by sports journalists, designers, data analysts and distribution of contents.

The process begins at the buzz monitoring team extracting valuable insights. Those insights are sent to the creative team which transforms them into creative pieces. These are later handled to the release and promotion team to launch content in own and third party social channels (Facebook, Twitter, Instagram) with different segmentation (ages, gender, teams, topics, etc.) engaging with fans in the exact moment.

Since November 18th we have covered already 22 matchweeks improving results every week. The process is recreated in a continuous learning activity, working in continuity, covering all the teams thus gaining credibility and reaching all the fans.

We are now thinking how to approach other territories besides football (motor, series, etc…) with all the knowledge learned.