Business Challenge story
To deliver the richest possible FIFA World Cup viewing experience to over 200 million Brazilians, Globo set out to develop a second screen mobile app that would keep fans engaged with the action
Globo teamed up with IBM to analyze fans’ feelings about the World Cup, enhancing its mobile app with a “social thermometer” that highlighted hot social media topics during each match in real time.
Social analytics helped Globo dynamically adapt its broadcasts to fans’ interests, boosting ratings. Social thermometer users spent 70 percent more time using the app, giving advertisers greater value.