UEFA Champions League final racked more than 7.5 millon social interactions [infographic]
The social media success, which comes in addition to the projected audience of over 150 million with a global live reach of over 300 million watching, is the first time UEFA or any football body for that matter has launched such an all encompassing digital campaign.
UEFA pulled out all the stops and spread its campaign across Google+, Facebook, Twitter, YouTube and even Foursquare as well as a free Android smartphone application.
UEFA has created an infographic detailing traffic and engagement across all media channels used in the build-up to the UEFA Champions League final. Key figures found in the infographic include:
- *12% increase on UEFA.com compared to the same period last year
- * More than 300,000 viewers of the Ultimate Champions match, streamed live for the first time on UEFA.com, YouTube and Google+, raising the UEFA.com newly launched channel views to 400,000
- * 4.8 million tweets with reference to the final, the teams and the players
- * 52,000 new Facebook likes, bringing the total of fans on the dedicated UEFA Champions League Facebook page to 2.5 million
- * Over 103,000 new Google+ circles were created on the new UEFA.com Google+ channel, which played host to six hangouts during the UEFA Champions Festival
- * Over 20,000 UEFA Champions League Foursquare badges featuring the UCL trophy were unlocked on the day of the final
- * And 12 million watched it on TV in the UK alone.
UEFA infographic click to expand
Guy-Laurent Epstein, UEFA’s Marketing Director, said: “The successful digital strategy helped us increase global interest in a brilliant week of football culminating in a thrilling final. Our objective was to reach out to and engage fans across a variety of digital platforms in Munich and to bring the experience of the UEFA Champions League final and the festivities around it to those unable to get there. The additional promotion on these platforms also helped to achieve the record attendance for the 2012 UEFA Women’s Champions League Final that took place at Munich’s Olympiastadion on the Thursday night.”
In a world-first for UEFA, the match played at Munich’s Olympiastadion on Saturday was streamed live across UEFA.com, Google+ and YouTube.
Over 300,000 live viewers followed the match around the world and nearly 30,000 fans posted messages on it, alongside the feed pulling in content from Google+, Facebook and Twitter.
Olympic gold medalist sprinter Usain Bolt made a special guest appearance at the Ultimate Champions match to kick off the proceedings. He subsequently attended a UEFA.com-Google+ hangout to answer questions from fans all over the world. Other sports stars to take part included former Chelsea players Ruud Gullit, Graeme Le Saux and Celestine Babayaro, as well as Steffi Jones, the official ambassador for the 2012 UEFA Women’s Champions League Final. This activity resulted in 103,898 new circles on Google+.
UEFA’s official Facebook page received 52,000 additional likes during the week of the final with impressive engagement levels and 125,000 people talking about UEFA.
In addition, UEFA launched a global Foursquare campaign allowing fans to check-in anywhere they were watching the 2012 UEFA Champions League final by using the phrase ‘UEFA Champions League’ as a shout and could unlock the official Foursquare UEFA Champions League final badge. More than 20,000 badges were unlocked with over 10,000 new followers and 3,240 festival check-ins.
There were 4.8million related tweets during the week and 215,000 fans using #ChampionsLeague. The Twitter data was gathered using TweetReach, the Twitter analytics tool, which tracked all references to the UEFA Champions League throughout the final week. This included tweets containing mentions of the final, FC Bayern München and Chelsea FC, the players involved, and activity around the Champions Festival in Munich. The real-time monitoring reflected the exciting climax of the game, with more than 100,000 tweets sent in the minute after Didier Drogba’s equalising goal.