In Puerta del Sol, Madrid’s epicenter, a huge Nike “static” banner behaves like a live scoreboard. As Euro 2012 conversations spike, the face on the banner changes. Each day, the Spanish player who dominates social chatter becomes the protagonist on the canvas. Two fan messages appear alongside him, selected from submissions flowing in through Nike’s Facebook experience.
The idea in one line
Turn real-time social conversation into real-world status. Then make “My Time Is Now” visible, in public, every day.
What Nike and DoubleYou build during Euro 2012
Nike works with DoubleYou on a real-time social media monitoring campaign focused on Spanish national-team players. The system tracks mentions and engagement across Facebook and Twitter, then turns that data into a live ranking.
Fans see the leaderboard through a custom Facebook app integrated into Nike Football Spain. The ranking updates continuously, creating a daily “who owns the moment” race that mirrors what is happening on the pitch.
How it works
Step 1. Capture the conversation in real time
The activation monitors references to players across Twitter and Facebook.
Step 2. Translate the conversation into a live ranking
Inside the Facebook experience, the campaign visualizes comments and produces an automatically updated ranking of who is generating the most conversation, refreshed minute by minute.
Step 3. Publish the result into the physical world
Each day, the player who “capitalizes” the most social conversations becomes the ambassador of Nike’s message “My Time Is Now” on the large-format placement in Puerta del Sol. A static billboard turns into an interactive billboard because it is connected to the live social pulse.
Step 4. Let fans write onto the execution
From the app, fans also submit messages linked to the player of the day. Nike selects two of those messages and publishes them next to the player on the banner.
Why this is more than “social listening”
This is not monitoring for reporting. It is monitoring as a publishing engine.
- The social layer has consequence. The ranking determines who gets heroed publicly.
- The physical layer gives the digital behavior weight. People do not just see a number in an app. They see a player crowned in the center of Madrid.
- The loop is fast enough to feel like sport. The leaderboard updates continuously, so fans experience momentum, not a static end-of-day recap.
The line that makes the whole thing sticky
At the end, the leading player is set to bear Nike’s message of “My Time Is Now”.
And the player is…
A few fast answers before you act
What is the campaign in one sentence?
A real-time social monitoring system ranks Spanish players by conversation volume and makes the top player the daily face of a live billboard in Puerta del Sol.
Where do fans see the ranking?
In a custom Facebook app integrated into Nike Football Spain.
What makes this different from a normal “second screen” mechanic?
The data output is not just a dashboard. It changes a public, real-world media placement and publishes user messages alongside the hero player.
What is the repeatable pattern for brands?
If you can connect live signals to live publishing, you turn attention into status. That is how “real-time” becomes culturally meaningful.
