By Felipe Kozlowski – Sports Partnerships, LATAM
For three weeks this summer, some of world’s best football players came together in Chile to play for their home countries in the 2015 Copa América. Twelve teams competed for the coveted title that was ultimately won by Chile for the first time ever.
As the teams faced off over the course of the tournament, millions of people used Facebook to discuss the matches, connect with friends and players, and react to the dramatic plays, controversial calls, heartbreaking losses and jubilant wins.
Between June 1 and July 4, 59 million people generated 309 million posts, comments and likes about the Copa América on Facebook globally.
Facebook was used in many ways throughout the Copa by fans, teams, players, and broadcasters alike.
Authentic Player, Team and Celebrity Posts
Throughout the tournament, players, teams and even celebrities used Facebook to communicate directly with fans through photos, videos, Q&As and more. For example:
This Q&A with David Luiz where he answered questions from Facebook fans:
Leo Messi posted from the locker room after Argentina’s win over Colombia in the quarter-finals:
Argentinian celebrity Jorge Rial did a Facebook Q&A during the Argentina vs. Paraguay match:
Alexis Sanchez of Chile posted from the locker room with the trophy:
Arturo Vidal shared this selfie with the cheering crowds after Chile clenched the championship:
Facebook issued vintage jerseys to engage celebrities in Brazil, Mexico, Colombia, Argentina and Chile. Here’s actor Julian Gil:
Copa América Awards
Fans were able to cast their votes and predict the winners for the Copa América Awards on the Copa América Facebook page. The winner of the Best Young Player award was based on Facebook votes, while many also used the polling feature to predict who would win the Top Scorer, Best Goalkeeper, and Fair Play awards. Sideline advertisements for the awards ran at every match since the quarterfinals, encouraging fans in the stadium to vote on Facebook.
Facebook worked with the main right holders to integrate Facebook posts, data, and APIs into their broadcasts. For example, Teletrece in Chile used the Hashtag Counter API, and integrated Facebook data into multiple segments:
In Argentina, TV Pública also highlighted Facebook stats, player posts and more throughout their coverage of the Copa.
The 2015 Copa America will be remembered for the drama and emotion it elicited from soccer fans in Latin America and around the world. Facebook was the global stadium where millions of fans could connect and share in all of the excitement.