Social Media
FIFA has developed a comprehensive social media content service to MRLs. For the first time, content is curated and accessible pre-tournament; using FIFA’s archive, much of this content is evergreen and format-optimised for social media platforms, allowing broadcasters to choose when and how they use it.
FIFA provides several forms of content, such as infographics, short-form videos and still images for MRLs to use on their social media platforms. Several datatainment elements are also being implemented for 2022: collected match-related data is edited into entertaining video clips, offering an engaging way to tell the match narrative.
Social Media content is provided to MRLs via the bespoke web-based Social Media Interface (SMI), ensuring an easy workflow for users who can download any feature to use in their online campaigns. Any content produced by FIFA is predominantly language agnostic to facilitate usage and maximise reach.
Mobile First Coverage
For the first time at a FIFA World Cup™, immersive social content is captured for MRLs via mobile phone: content creators film key moments of the match for immediate distribution as ‘near-live’ clips, giving audiences an experience of proximity and authenticity. Selected live content (open training, press conferences, etc.) is also made available to distribute on social media platforms.
Augmented Reality (AR)
A white label Augmented Reality (AR) app has also been developed by FIFA; this solution offers AR content to the end users through their smartphones and transforms living rooms into a 3D data centre, without ever cutting off the fan from their surroundings. The tracking data means the fans can focus on a specific player or team to get insights and in-depth analysis of their performance.
Fan Engagement
FIFA has developed digital fan engagement features to allow MRLs to increase the attractivity of their platforms. Engagement modules such as voting, announcements, fun facts, polls, quizzes and ratings, can be integrated within the MRLs existing digital interfaces, as a way to build awareness of the coverage of the competition, fuel discussions on social media and engage audiences.
