Social sentiment project unleashed for Heineken Cup | Digital Times

Social sentiment project unleashed for Heineken Cup | Digital Times

The Heineken Social Tracker will listen to Twitter and use this data to drive large-scale visual animations projected onto a purpose built set in Dublin city centre on Heineken Cup final weekend

Last weekend was Heineken Cup semi-final weekend and the tournament’s title sponsor created a ‘social tracker’ to measure the mood of rugby fans across Twitter.

The infographic (below) shows the positive and negative sentiment of tweets along with trending topics. The data collected paints a picture of how fans reacted to the highs and lows of both matches.

Munster fans accounted for the largest volume of tweets – 27,919 – with Saracens supporters the least active with 17,914 tweets.

Although losing to Clermont, 82% of tweets referencing Munster were positive compared to 70% positivity by Clermont fans. Overall, all four teams enjoyed positive sentiment across Twitter. However, Saracens, who lost to Toulon, faced negative sentiment of almost 40%.

“Today, so much of the conversation around sports events takes place across social media,” says Karl Donnelly, Heineken’s sponsorship brand manager. “We are harnessing it with visual animations and projections over the weekend of the Heineken Cup final. A social sentiment project like this has never been seen before in Ireland.”

The star of the weekend was Toulon’s Jonny Wilkinson. His Twitter handle (@JonnyWilkinson) was used 10,734 times and a tweet in which he was photographed alongside team-mate Matt Giteau (@matt_giteau) was retweeted 385 times.

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Social sentiment project unleashed for Heineken Cup | Digital Times

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