During the 2012 European Championship, Nike worked with their agency DoubleYou to conduct a real-time social media monitoring campaign that captured the conversations relating to Spanish football players sponsored by Nike. The data collected was then tabulated in the backend and the players were assigned points. These points were then displayed to the fans via a custom Facebook app. At the end the leading player was set to bear Nike’s message of “My Time Is Now”.
And the player was…