UEFA Euro 2016 : la phase de poule côté digital

La phase de groupe de l’UEFA Euro 2016 a suscité beaucoup de discussions sur les réseaux sociaux. Les marques participent également à l’engouement autour de la compétition en proposant des expériences sociales inédites.

D’après une étude Synthesio et Sport Market, pour donner un ordre d’idée, la mention #EURO2016, le hashtag officiel de l’événement, a été mentionné plus de 15 millions de fois sur les médias en ligne. La France est le pays le plus cité avec plus de 910 000 mentions. Etre pays hôte permet une grande mise en avant et place la France sur le devant de la scène européenne et mondiale pendant 1 mois. Les partenaires de l’UEFA Euro 2016 et de l’équipe de France aident en ce sens avec différentes activations. Par exemple, Orange incite les fans à mentionner leur pays favori sur Twitter dans le but d’illuminer la Tour Eiffel aux couleurs de celui-ci, une opération de communication qui lie on et off line et qui crée beaucoup d’engagement. C’est d’ailleurs le sponsor le plus cité avec plus de 96 000 mentions. Carlsberg se classe à la 2ème place des partenaires les plus mentionnés grâce notamment au dispositif « Man Of the Match » avec 36 000 mentions suivi de Kia/Hyundai avec 8 000 mentions.

Du côté des joueurs, Cristiano Ronaldo arrive en tête du classement avec plus de 380 000 mentions, il est suivi de près par Dimitri Payet qui recueille 370 000 citations. Gareth Bale complète le podium avec 233 000 mentions, Zlatan Ibrahimovic qui a annoncé sa retraite internationale a lui été cité 164 000 fois lors des phases de poule de l’UEFA Euro 2016. Les joueurs suscitent de nombreuses discussions lors d’occasions franches et de buts inscrits.

Les supporters irlandais sont très populaires pour leur bonne humeur et leur festivité. Le pays recueille 92 % de discussions positives, le meilleur pourcentage des pays engagés dans l’UEFA Euro 2016.

irlande-euro

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  1. Le bilan digital de l'équipe de France après l'UEFA Euro 2016 - Sportsmarketing.fr (Communiqué de presse) (Blog) - Vidéos Buzz, Humour images et vidéos insolites

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